If the industry wondered how WPP was going to turn its fortunes around, WPP CEO, Cindy Rose, has announced its answer. It is becoming a single company. Its recent underperformance has been caused by “excessive organisational complexity, a lack of an integrated operating model and inconsistent strategic execution.”
She stated, “My first six months as CEO have only reinforced my conviction that WPP is an extraordinary company. As our clients navigate uncertainty, AI disruption and macro-volatility, we’re looking ahead with a clear and focused mission: to be the trusted growth partner for the world’s leading brands in the era of AI.
“Today we are unveiling a bold plan for a simpler, more integrated WPP. Our intention is to stabilise the business, return to organic growth, create capacity to invest in the future and deliver attractive returns for our shareholders. WPP will become a single company, streamlined into four operating units across four regions, all unified by our pioneering agentic marketing platform, WPP Open.”
WPP’s new multi-year strategic plan is called Elevate28. It will simplify the network into four operating units: WPP Media, WPP Creative, WPP Production and WPP Enterprise Solutions, across four regions, North America, Latin America, EMEA and APAC.
WPP Creative will bring together creative, PR and design shops under one roof and “preserve distinct agency cultures while implementing a shared operating system” to reduce friction.
The plan intends to “stabilise the business in 2026, build momentum in 2027, and deliver accelerated, high-quality growth from 2028, supported by £500m of gross annualised cost savings and portfolio rationalisation to unlock value”.
All that will come by leading with media, establishing next-generation creative and production capabilities, partnering with clients on AI transformation. It will connect capabilities through WPP Open and differentiate itself with trusted data solutions through Open Intelligence. It will also rebuild a firm financial foundation by unlocking £500m of annual cost savings by 2028, and reinvest a significant portion of savings into high-growth areas.
