WPP is reportedly preparing to consolidate its leading creative agencies, Ogilvy, VML and AKQA, under a new overarching entity tentatively named WPP Creative, in a move aimed at streamlining its creative offerings amid growing disruption from artificial intelligence in the advertising industry.
According to media reports, the proposed restructuring would align the three agencies within a single organisational framework, while allowing them to continue operating as distinct brands. The initiative is expected to simplify WPP’s creative services for clients and enhance collaboration across its creative businesses.
If implemented, the move would mark one of the first major strategic decisions under WPP’s new chief executive, Cindy Rose, who assumed the role in September. The Financial Times reported that an official announcement is likely later this month.
Under the WPP Creative model, Ogilvy, VML and AKQA would retain their individual brand identities and day to day operations, even as they are brought together under a unified structure. The new entity would operate alongside WPP’s already integrated media and production capabilities, further reinforcing the group’s push towards a more connected and client centric operating model.
