The ad industry’s largest holding group is to fold its Possible Worldwide unit into Wunderman as part of its ongoing efforts to reign in overheads, according to the Wall Street Journal.

Citing sources close of the developments, the title reports WPP (which declined to comment on the move) plans to merge the two sister agencies given the potential synergies such a move would achieve.

The pair have several clients in common, including Microsoft, and such a merger of interests would be in keeping with its strategic ambition of providing clients with a more simple offering, plus greater integration among its 200,000-plus headcount.