WPP Consolidates Production Units Under New Global Platform
WPP retires Hogarth to launch WPP Production, unifying creative producers globally. The restructuring positions content production as core business driver.
WPP has launched WPP Production, a new global platform that consolidates Hogarth and production teams across its network into a single structure. The move brings together creative producers worldwide under unified leadership, combining production expertise with generative AI capabilities and studio network investments.
The restructuring reflects WPP's strategic positioning of content production as a core business driver rather than a support function. Richard Glasson will lead the new entity, which aims to support content creation across WPP's client portfolio.
Combining Craft Expertise with Technology
WPP Production unites production capabilities that were previously distributed across the network's agencies. The platform integrates traditional craft expertise with generative AI tools and physical studio infrastructure.
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"This is a transformative moment for us and, more importantly, for our clients," Glasson said. "Bringing all of WPP's craft expertise together in WPP Production reinforces our position at the heart of WPP's integrated offering."
The consolidated structure allows WPP to activate what Glasson described as "the full collective power" of its talent, creativity, technology and data resources. The focus centers on delivering what the company calls smarter, more innovative storytelling that drives measurable business results for clients.
Responding to Content Demand Pressures
The reorganization addresses growing pressure on brands to produce content at scale across multiple platforms and markets. Content creation has become increasingly central to marketing operations as brands manage campaigns across diverse languages, cultures and digital channels.
WPP CEO Cindy Rose framed the move as a response to market evolution. "In a rapidly evolving landscape where content is king, WPP Production will be the powerhouse that enables us to be the trusted growth partner for our clients," Rose said.
The platform aims to deliver what Rose described as exceptional value while setting new benchmarks for quality and scale in content production worldwide. The integration signals WPP's bet that unified production capabilities offer competitive advantage in an environment where content volume and turnaround speed continue to accelerate.
Implications for Production Models
The launch represents a significant structural shift for WPP, retiring the Hogarth brand that had operated as a distinct production entity. By consolidating production under a single global structure, WPP is standardizing how content creation operates across its network.
The model combines human creative expertise with AI-powered tools, reflecting broader industry movement toward technology-augmented production workflows. For agencies and brands managing content across fragmented regional markets, particularly in Asia, the restructuring offers a template for rethinking production operations.
WPP's emphasis on integrating generative AI with production capabilities addresses practical challenges marketing leaders face when managing campaigns that require rapid content adaptation across different markets, languages and cultural contexts. The unified structure aims to streamline production processes that previously required coordination across multiple teams and entities.
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