#e4mExclusive:  WPP integrates 82.5 Communications and Grey under Ogilvy in India

WPP is sharpening its creative operations in India by integrating agencies, including 82.5 Communications and Grey under Ogilvy. This move is part of a broader restructuring aimed at simplifying its creative business and driving greater integration across the market.

WPP Creative has rolled out its unified operating model in India, mirroring it and bringing together iconic agency brands – VML, Ogilvy, Burson, AKQA, Landor and Design Bridge & Partners – under a single, integrated framework designed to give clients seamless access to the full breadth of WPP's creative, design and communications expertise.

In India, the model is being anchored by Hephzibah Pathak, who was appointed CEO of WPP Creative India in April. She also continues as Executive Chairperson of Ogilvy India. Under the unified framework, each agency retains its distinct identity, culture, and creative strengths. 

Read earlier report on Hephzibah Pathak being appointed as India CEO

Industry executives familiar with the development said the restructuring in India builds on an integration that happened earlier this year, where Ogilvy Group strategically integrated Grey and 82.5 Communications. As part of this, the leadership teams of Grey and 82.5 Communications will report to VR Rajesh, Group CEO of Ogilvy India.

The changes are part of WPP's wider efforts to simplify its agency ecosystem and respond to growing client demand for integrated marketing solutions that combine creativity, technology, data and earned media capabilities.

At the group level, Hephzibah oversees WPP Creative's operations in India and coordinates across the network's agency brands. In her new role, she will serve as the market-facing leader for WPP Creative and help drive collaboration across the group's creative businesses.

Under the revised structure, Babita Baruah, Chief Executive Officer of VML India; VR Rajesh, Group CEO of Ogilvy India; and Deepshikha Dharmaraj, CEO of Burson Group India, will report directly to Hephzibah. 

The appointment came weeks after WPP formally rolled out WPP Creative globally as one of four new business units under the Elevate28 strategy. The other units include WPP Media, WPP Production and WPP Enterprise Solutions, reflecting the holding company's push towards a more integrated and platform-led organisational model.

Read earlier report on WPP Creative’s integration

The India restructuring mirrors similar efforts by global agency holding companies to simplify operations, reduce duplication and offer clients unified access to specialist capabilities. 

The move also underscores the growing importance of scale and integration in an increasingly fragmented marketing landscape, where clients are seeking seamless solutions spanning brand building, digital transformation, commerce, experience design and corporate communications.

With the latest changes, WPP joins a growing list of global advertising groups that are reorganising agency structures around capabilities rather than standalone brands, as the industry adapts to evolving client expectations and the growing influence of artificial intelligence, data-driven marketing and connected consumer experiences.