Chief Executive Officer & Chief Creative Officer
From Budapest, Hungary in central-eastern Europe, some would say it’s hard to change the world. However, Krisztian Toth would tell you: “It’s not impossible.”
A native of Zalaegerszeg, Hungary, and the CEO/CCO of the central-European office of POSSIBLE, WPP’s global agency that focuses on meaningful and measureable interactive marketing, Krisztián is finding new ways to connect with changing consumers.
In fact, he’s also testing the boundaries between the digital and the physical, experimenting with product innovation based on design thinking, and exploring games as a new channel for marketing communication. And in the process, he’s working on redefining the creative agency of the future, so that’s compatible with the requirements for the new millennium. A tall order, but nothing’s impossible to Krisztián Toth, who is also a Global Creative Council member of POSSIBLE and involved in the creative directions of POSSIBLE as a global network.
In 2009, Krisztián formed a new division of the company, dubbed MTA (“More Than Agency”), to create innovative digital media solutions to support clients, as well as proprietary product development. This become POSSIBLE Games & Innovations, a mobile game development studio headquartered in Budapest, to create quality mobile games that entertain and challenge gamers of every level. POSSIBLE Games has now produced the official Diehard mobile app, Endless Runner The End App, Totoya Creatures-—an iPad digital/physical developmental toy and parenting tool, Small and Furious- a mobile game, and Wootocracy—a new-age social platform about the future of loyalty. Currently, POSSIBLE Games entertains more than 10 Million players worldwide.
POSSIBLE’s new mobile game, My Little Tesco is a great example of how even a supermarket brand can use innovation to connect and engage with users. The game gives players a unique opportunity to connect with the Tesco brand through virtual shopping centers, giving them exclusive insight into the operations of Tesco. With the opportunity to maintain their own Tescos, players participate in the buying process all the way through filling up the shelves and decorating the store. Players can use the same decorations in-game that are used in real Tescos and benefit from the same discounts. A median session length of 15 minutes, while the industry average playtime is measured at 3 minutes. Within two and a half months POSSIBLE has registered an impressive monthly 2.4 million sessions in the small Hungarian market of 3.6 million smart devices.
As a result, Krisztián Tóth was elected to the Cannes Lions Festival’s jury this year to judge work in the Mobile category. He was the first Hungarian to be nominated to a jury in the Festival’s history.
Despite calling Budapest home, he's traveled all around the world—fearlessly. He’s driven a rickshaw through India, ridden a bike through South Africa with a dead front telescope, and climbed both Mount Kilimanjaro and Mount Fuji in the freezing cold. Yes, he says his best skill is being a fast shooter world champion in table hockey. (We think he can add other accolades to the list.)