WPP Merges Ogilvy, VML, AKQA Into New Creative Division
WPP consolidates Ogilvy, VML, and AKQA into new creative division targeting £500M savings. CEO Cindy Rose abandons holding company model with four-division structure across APAC and beyond.
WPP announced on February 26, 2026, that it will consolidate Ogilvy, VML, AKQA, and PR agency Burson under a single new entity called WPP Creative, as part of a sweeping restructure targeting £500 million (approximately US$677 million) in cost savings over three years.
WPP Abandons Holding Company Model With Four-Division Structure
The overhaul, branded Elevate28, reorganizes WPP into four operating divisions: WPP Creative, WPP Media, WPP Production, and WPP Enterprise Solutions. These divisions will operate across four geographic regions, including APAC.
Mission Media
VML CEO Jon Cook will lead WPP Creative. WPP Media is the rebranded GroupM, led globally by Brian Lesser. WPP Production, which replaced the Hogarth brand in January 2026, is led by Richard Glasson.
CEO Cindy Rose stated the company "will no longer be a holding company... no longer a shopping basket of hundreds of stand-alone businesses." Rose attributed WPP's recent underperformance to "excessive organizational complexity, a lack of an integrated operating model and inconsistent strategic execution."
Despite the consolidation, Rose confirmed that individual agency brands will remain. "We're not consolidating agency brands," she said. "What we're doing with WPP Creative is doubling down on our agency brands. They'll continue to trade as such and engage with clients as such."
Worst Revenue Performance Since COVID-19 Drives Restructure
The announcement follows WPP's weakest financial results since the pandemic. Revenue less pass-through costs fell 10.4% to £10.18 billion in 2025. Full-year like-for-like revenue declined 5.4%, with Q4 2025 recording a 10.1% like-for-like drop.
WPP's global headcount fell by approximately 9,400 staff during 2025, ending the year at 98,655 employees. Further reductions are expected through natural staff turnover as part of the cost program.
WPP's share price hit a 16-year low in September 2025, compounded by an 11.8% single-day drop linked to AI disruption concerns. Cost savings will come from consolidating real estate, creating shared service centers, and applying automation across corporate functions.
The company projects mid-to-high single-digit revenue declines (less pass-through costs) in H1 2026, before moving to a build phase in 2027 and an AI-enabled growth phase in 2028.
APAC Designated as Strategic Region, Leadership Questions Remain
APAC is one of four key regions in the restructured model, with all four operating divisions deployed across the region and connected through WPP's Open AI platform.
Australia and India were specifically named as growth contributors within WPP Media, partially offsetting the segment's 5.9% organic growth decline globally.
In Australia and New Zealand, leadership changes were made ahead of the global announcement. Former Dentsu CEO Kirsty Muddle was appointed to lead Ogilvy ANZ in March 2025. Paul Bradbury, former TBWA ANZ CEO, was named VML ANZ CEO. Both appointments signal early regional alignment with the Elevate28 framework.
In India, WPP executed an early consolidation in May 2025, moving Grey under Ogilvy from the AKQA group. However, no formal WPP Creative leadership appointment for India has been confirmed. Babita Baruah of VML India and Hephzibah Pathak and V R Rajesh of Ogilvy India have been identified as potential contenders for the role, though no appointment has been announced.
No Asia-specific cost reduction figures or market-level restructure details for Singapore or Hong Kong have been disclosed as of the announcement date.
Sector-Wide Consolidation Accelerates
WPP's restructure mirrors moves across the broader holding company sector. Omnicom's December 2024 consolidation following its IPG acquisition represents a direct competitive parallel, with both moves reflecting industry-wide pressure from AI disruption, client demands for integration, and economic headwinds.
WPP Media CEO Brian Lesser indicated teams will increasingly approach client pitches as a unified group, stating: "We're going to these pitches as WPP."
WPP has not confirmed a specific timeline for completing the full Elevate28 integration across APAC markets.
Want to stay up-to-date on the stories shaping Asia's media, marketing, and comms industry? Subscribe to Mission Media for exclusive insights, campaign deep-dives, and actionable intel.
