WPP is set to consolidate its three flagship creative agencies – Ogilvy, VML and AKQA – under a single WPP Creative banner, according to a report in the Financial Times.
The move is believed to be a response to the disruption caused by the arrival of AI across the industry.
The move was reportedly decided at a meeting in New York last week, although plans could yet change with new CEO Cindy Rose due to announce her grand strategy for the firm on February 26. There are also reports that a sale of PR business Burson was discussed.
Shares in the London-based advertising agency, which also operates an extensive campus in Manchester, have fallen 23% over the past week, and 66% over the last year, as markets have struggled through a bout of AI-related selloffs, although they were up slightly at 271.2p at Monday lunchtime.
Ogilvy, VML and AKQA will be slotted into the single holding structure called WPP Creative, the FT said, in an effort to integrate services across the company, although the three agencies will continue to operate independently under their existing brand names.
Other, smaller creative agencies under the WPP umbrella, such as T&P, which handles Toyota in Europe are also expected to fall in with the new brand.
Selling part of the company has reportedly been on the table, but simplifying the business is seen as a preferable alternative, the sources claimed.
The firm lost its spot in the FTSE 100 index at the end of 2025, following a series of profit warnings and a cut ti its annual forecast in October,.
WPP in January said its “strategic review” had centred on streamlining, broadening the company’s market via technology and “harnessing our AI advantage”.
The company is due to meet investors and analysts on February 26 to discuss preliminary results and plans going forward.
