WPP Appoints Chief Transformation Officer for $673M Restructuring

WPP has appointed Rasha Choueiri as its first-ever Chief Transformation Officer, tasking her with executing the Elevate28 strategy, a three-year plan targeting £500 million (approximately US$673 million) in annualized cost savings.

Choueiri joins from The Estée Lauder Companies, where she served as Senior Vice President of Transformation. She will report directly to CEO Cindy Rose and sit on WPP's executive committee.

New Role Created to Drive Structural Overhaul

Elevate28 was announced on February 26, 2026, restructuring WPP from a traditional holding company into a single integrated operating company. The plan organizes WPP into four operating units: WPP Media, WPP Creative, WPP Production, and WPP Enterprise Solutions. These units operate across four geographic regions, including Asia Pacific.

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Rose said the strategy requires WPP to "fundamentally transform how we operate and how we show up for clients." She described Choueiri as having a "proven track record" of leading organizational change and as "exactly the leader we need."

Choueiri's background includes transformation roles at RB, Fifty-five, and FullSix Groupe, as well as consulting experience at AT Kearney and Accenture. She initially joined Estée Lauder in 2019 on a contract basis, focusing on marketing technology transformation.

Revenue Decline Drives Urgency

The appointment follows a sharp deterioration in WPP's financial performance. The company recorded a 5.4% revenue decline in full-year 2025, accelerating from a 1% drop in 2024. By Q4 2025, year-on-year revenue had fallen 8.1%, with organic revenue down 6.9% in that quarter alone.

Rose attributed the underperformance to "excessive organizational complexity, a lack of an integrated operating model and inconsistent strategic execution."

The broader market for marketing, media, creative, and transformation services grows at 5% annually, a rate WPP has failed to match in recent years.

The US$673 million savings target draws from three areas: structural organizational efficiency, reduced corporate and support infrastructure, and property rationalization. WPP has not disclosed specific headcount reduction figures.

Elevate28 Timeline and APAC Implications

Elevate28 runs across three phases. Phase 1 in 2026 focuses on stabilization, with revenues still expected to decline. Phase 2 in 2027 targets a return to like-for-like revenue growth. Phase 3 in 2028 aims to deliver organic growth and improved shareholder returns.

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Asia Pacific is named as one of the four geographic regions within the new structure. All four operating units, including WPP Media (restructured from its legacy GroupM roots under Brian Lesser) and WPP Enterprise Solutions (led by Jeff Geheb), will operate across APAC markets.

Burson, WPP's public relations agency, has been integrated into WPP Creative alongside advertising agencies. WPP's AI marketing platform, WPP Open, is positioned as a central tool across all operating units.

Early Commercial Wins and Supporting Appointments

WPP cited several early wins as evidence of the integrated model's traction. Estée Lauder consolidated its global media business with WPP. Jaguar Land Rover and the UK Government were also named as recent client wins.

In November, Rose appointed Conrad Persons, former chief executive of Grey London, as her chief of staff. His remit includes championing AI adoption, leading cultural transformation, and managing relationships with the board and executive committee.

Choueiri's operational role and Persons' cultural mandate represent a two-track approach to the transformation program. WPP has not announced a specific start date for Choueiri's tenure.