Anything is Possible Appointed Digital Performance Agency for State of Play Hospitality

Apr. 23, 2025

Independent agency Anything is Possible (AIP) has been appointed by State of Play Hospitality to lead digital performance activity across its UK portfolio of experiential venues, including Bounce and Hijingo, following a competitive pitch.

The scope covers PPC, SEO, and Paid Social, with a brief to drive high-value group bookings, unlock efficiency, and scale performance as State of Play expands to new locations.

The appointment follows a strategic review by State of Play Hospitality, who were seeking a long-term partner to act as an extension of their internal team and bring fresh energy, sharper targeting, and smarter data-driven decision making to their digital marketing.

AIP’s pitch centred on three core themes: cultural alignment, deep capability across all performance channels, and a future-facing approach to experimentation, AI integration and incrementality.

The agency’s Leap platform - providing fully automated, real-time reporting - will give State of Play’s internal team a live, transparent view of performance, alongside AIP’s collaborative, test-and-learn approach.

Liam Howard-Jones, Marketing Director at State of Play, said:

“We find ourselves in a highly competitive industry, with the need for strategic innovation to our digital channels and detailed control to drive performance. Anything is Possible showed through the pitch that their knowledge, experience and expertise was just as the name says - we are excited to scale our business alongside them as a state of the art performance agency.”

 

Sam Fenton-Elstone, CEO and Co-founder of Anything is Possible, said:

“We love working with brands that create unforgettable experiences. The team at State of Play aren’t interested in business-as-usual. They want ideas that help them transform how we spend our nights out. And they want a partner who’ll challenge, collaborate, and build with them. That’s exactly the kind of relationship we do our best work in. The fun part starts now.”

The win builds on AIP’s growing presence in the leisure and experience economy, and continues the agency’s momentum into 2025. State of Play joins a client roster that includes Gatwick Airport, Ordnance Survey, and Betfair.