WPP reportedly to create new holding structure for three creative advertising agencies

United Kingdom – Advertising giant WPP is reportedly bringing three of its creative advertising agencies under one holding structure called WPP Creative, as first reported by the Financial Times.

According to people familiar with the matter, WPP will keep its existing creative agencies—such as Ogilvy, VML and AKQA—but consolidate them under a single banner as part of a push to simplify its client offering and deliver more integrated services across the group. 

Moreover, the new structure will sit alongside the company’s already integrated media and production divisions. While brought together under this umbrella, the agencies are expected to continue operating independently, with their individual brands remaining in the market.

The report also indicates that WPP held a two-day meeting in New York last week to review the plans, according to people familiar with the matter. The proposals remain under development and may still be revised ahead of an expected announcement later this month

As part of the broader strategic discussions, executives have also weighed potential asset disposals. Some have pointed to Burson, the group’s public relations arm, as a more straightforward option given its separation from WPP’s other three divisions. 

However, people close to the company have played down the prospect of any major divestments, suggesting the focus remains on streamlining and strengthening the existing business rather than selling it off.

In addition to these discussions, WPP is also expected reportedly to outline new investments in AI-driven services, as senior leaders emphasise the need to accelerate the development of its in-house AI capabilities. This push is aimed at countering growing competition from technology companies launching alternative services that could encroach on the group’s core business.

Earlier this year, WPP had launched WPP Production, a new global content and production organisation that unites Hogarth with WPP’s production capabilities across its agency network.

On another note, it had also consolidated the back-office operations of Ogilvy and Grey, which include finance, HR and IT, globally. The move will see functions such as finance, human resources and IT support now unified across the two agencies, rather than managed separately under each brand.