On the right path to creating a WPP that is fit for the future & built to win: Cindy Rose

WPP CEO Cindy Rose outlined the company's ambition to become a trusted growth partner in the AI era, return to organic growth and more

by e4m Desk
Published: Feb 26, 2026 1:01 PM | 2 min read

WPP today announced ‘Elevate28’, a multi-year strategic plan to simplify and integrate client proposition, restore growth and drive long-term value for clients, talent and shareholders. With this plan, WPP will simplify its business to deliver fully integrated, AI-enabled solutions through four core operating units: WPP Media, WPP Creative, WPP Production and WPP Enterprise Solutions across four regions, North America, Latin America, EMEA and APAC.

WPP Chief Executive Officer (CEO) Cindy Rose outlined WPP’s ambition to become a trusted growth partner in the AI era. Rose acknowledged that recent underperformance stemmed from organisational complexity and inconsistent execution but stressed these issues are fixable. She expressed confidence in WPP’s talent, technology, partnerships, and global scale, stating that early progress supports optimism about long-term value creation.

WPP reports nearly 9% jump in Q4 revenue for India.

Rose said that her initial months at the helm have deepened her confidence in the company. “My first six months as CEO have only reinforced my conviction that WPP is an extraordinary company. As our clients navigate uncertainty, AI disruption and macro-volatility, we're looking ahead with a clear and focused mission: to be the trusted growth partner for the world's leading brands in the era of AI. Today we are unveiling a bold plan for a simpler, more integrated WPP. Our intention is to stabilise the business, return to organic growth, create capacity to invest in the future and deliver attractive returns for our shareholders. WPP will become a single company, streamlined into four operating units across four regions, all unified by our pioneering agentic marketing platform, WPP Open", she said.

Rose, who took charge in September last year, said, "Our recent underperformance has been driven by excessive organisational complexity, a lack of an integrated operating model and inconsistent strategic execution. While disappointing, I see huge potential as these issues are all within our power to fix and we’re already making great progress".

"We have everything we need to succeed: exceptional talent, world-class capabilities, trusted data and technology solutions and groundbreaking partnerships, as well as the scale and reach to service the most complex multi-national, multi-brand clients in the world. The momentum we are seeing from the decisive action we’ve already taken gives me the confidence that we’re on the right path to creating a WPP that is fit for the future and built to win", Rose added.