WPP is planning a big restructuring of its creative agencies to keep up in the fast-changing advertising world. The British company plans to put its main agencies—Ogilvy, VML, and AKQA—under a new group called WPP Creative, according to the Financial Times.
The agencies will keep their own brands and run things day-to-day on their own but will work more closely together on strategy and share resources. The idea is to make WPP simpler and provide clients with more joined-up, tech-focused answers, especially now that AI is changing how creative work is done.
The restructuring was talked about at a board meeting in New York and should be officially announced soon. This comes after a hard year for WPP, including a big drop in its stock price that caused it to leave the FTSE 100.
Along with the reorganization, WPP plans to put more money into AI, especially through its WPP Open platform. Even though there's been talk in the market, the company isn't expected to sell off smaller parts anytime soon as the new CEO, Cindy Rose, works to change the company's position.
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