WPP has announced the consolidation of its creative agency brands—VML, Ogilvy, and AKQA—into WPP Creative, aiming to save £500 million annually by 2028 while enhancing its investment in AI. This restructuring is part of WPP CEO Cindy Rose’s Elevate28 turnaround plan, designed to simplify the organization, foster growth, and deliver tech-driven, integrated solutions. Amid increasing market challenges and client demands for cost-effective creative services, WPP is embracing AI and strengthening partnerships with tech giants, having recently expanded its five-year collaboration with Google. Rose’s strategy involves streamlining operations into four distinct divisions—WPP Media, WPP Creative, WPP Production, and WPP Enterprise Solutions—while maintaining brand identities within WPP Creative. The restructuring aims to eliminate operational duplications, with savings reinvested into initiatives like WPP Open, an AI-powered marketing platform for optimized investment. Despite reporting a significant drop in profits, Rose expresses confidence in WPP’s strategic direction, responding proactively to market dynamics.
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