Jessica Goodfellow
Apr 29, 2020

WPP first quarter revenue down -3.3% as it implements more cost-cutting measures

Additional cost-cutting measures include redundancies and voluntary pay cuts taken by more than 3,000 staff.

WPP first quarter revenue down -3.3% as it implements more cost-cutting measures

WPP's revenue less pass-through costs slid -3.3% in the first quarter of 2020, as the impact of COVID-19 weighed down its March performance.

The holding group generated £2.8 billion (US$3.5 billion) in revenue from continuing operations in the three months to March 31, which is down by -4.9% compared with the same period last year. Revenue less pass-through costs was £2.4 billion, which is -3.3% down like-for-like.

Chief executive Mark Read said the network had a "good start to the year" with growth in January and February outside China, but revenue in March tumbled -7.9% as the virus spread across the world.

Unsurprisingly, WPP experienced the most marked revenue drop in Greater China, where the virus originated, with Q1 revenue down -21.3% in the market, including a significant -29.9% fall in March. Yet the network noted that its offices in China are back to "around 90% occupancy", while economic activity is recovering. Of the group's other top markets, Germany's like-for-like revenue was down -4.3%, the UK's -4.2% and the US' -1.9%. India is up by 6.1%. 

North America, with like-for-like revenue less pass-through costs down -1.9%, was the best performing region in the first quarter. 

While the holding company announced a number of cost-cutting actions March 31, which included a hiring freeze and a 20% pay cut for executive and board members, it has now revealed additional measures to protect its financial stability.

This includes voluntary pay cuts which have so far been taken up by more than 3,000 staff above certain salary bands, ranging from 10-20% of their salaries for an initial three-month period. It has also reduce headcount in certain areas, but has not revealed which departments this has affected.

It said it will reduce cost further "if the depth and length of the downturn requires it".

The group noted it has "strong liquidity and balance sheet" to see it through the crisis, with average net debt of £2.1 billion in Q1 (down £2.1 billion year-on-year) and £4.4 billion of cash and undrawn facilities as of March 31.

Elsewhere, WPP won $1 billion in net new business in the quarter, including the accounts of Discover, Hasbro, Intel, and Novo Nordisk, and claims it has not lost a significant account so far this year. However, it estimates that one-fifth of pitches have been put on hold due to COVID-19 which may weigh down on its 2020 performance going forward.

WPP chief executive Mark Read said: “We have witnessed a decade’s innovation in a few short weeks, with the way people meet, shop, work and learn increasingly reliant on technology. We are seeing clients rapidly shift emphasis and budget into digital media and direct-to-consumer channels and continue marketing technology investments. And, while many clients are significantly impacted by a reduction in consumer demand, other sectors such as packaged goods, technology and food retail brands have been more resilient. As in previous downturns, those who are most prepared and most far-sighted will be at an advantage when we come through the current situation.

“At a time of great uncertainty, I am very proud of how our people and clients have responded. Despite the economic challenges that will, no doubt, be with us for some time, the way we have come together gives us real confidence in our future," he added.

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