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WPP is set to consolidate its three flagship creative agencies—Ogilvy, VML, and AKQA—into a single overarching organisation, according to media reports. The shift is being driven by widespread disruption from artificial intelligence across the advertising industry, suggest reports.
The group is expected to introduce a new holding entity named WPP Creative, which would bring the agencies together under one framework. This reorganisation would mark one of the first significant strategic decisions under Cindy Rose, who took over as chief executive in September.
Under the proposed WPP Creative model, WPP would continue to operate its established creative agencies, including Ogilvy, VML, and AKQA, but align them within a unified structure designed to make the company’s creative services easier for clients to navigate. The Financial Times reported that the plans are likely to be announced later this month.
WPP Creative would operate alongside the company’s already integrated media and production arms. While the agencies would remain distinct in their day-to-day operations, WPP intends to maintain their individual brand identities in the marketplace.