WPP plans to create a single umbrella group for its advertising agencies, named WPP Creative, to sit alongside WPP Media and WPP Production.
The change means that its agency brands, including AKQA, Ogilvy and VML, will sit together under WPP Creative. However they will continue to operate separately.
Industry sources have suggested the new stream will be run by Jon Cook, the global chief executive of VML.
The changes are due to be announced by WPP chief executive Cindy Rose on 26 February as part of a strategic review. WPP’s financial results for 2025 will also be announced at the same time.
Last week Campaign reported that WPP is in talks with shareholders about Rose’s remuneration package.
WPP’s share price plummeted 11.8% last week on the London Stock Exchange. WPP has been under pressure for the past year, while the share prices of fellow holding companies have also dropped. Analysts noted the fall was because of the threat of new AI tools.
WPP Production launched earlier this year with the closure of Hogarth. Richard Glasson, the former global CEO of Hogarth, oversees WPP Production. The business described it as “the world’s largest and most advanced content production powerhouse”.
In May last year, WPP rebranded Group M to WPP Media and called the business an “AI-driven media company”. It is run by Brian Lesser globally and by Kate Rowlinson in the UK.
WPP told Campaign that it is not commenting on the story, first reported by the Financial Times, or on any change of role for Cook.
Omnicom carried out a similar move in December when it consolidated its advertising business into three global networks, TBWA, McCann and BBDO, following its acquisition of Interpublic Group.
