WPP Creative appoints Hephzibah Pathak as India CEO; to continue leading Ogilvy too

WPP’s creative network is sharpening its India strategy with the appointment of Hephzibah Pathak as Chief Executive Officer, India, even as the group accelerates efforts to unify its agency ecosystem across Asia-Pacific.

The announcement, made through an internal communication (a copy of which is with e4m) by Kyoko Matsushita, signals a dual-track approach: preserving the distinct identities of WPP’s flagship creative agencies while driving deeper integration and collaboration to unlock growth.

Pathak, a long-time leader within Ogilvy, will continue in her current role as Executive Chairperson of Ogilvy India alongside her new mandate. Her elevation comes at a time when India is emerging as a critical growth engine for global agency networks amid rising marketer demand for integrated, multi-market solutions.

“Strong leadership in our diverse APAC markets is critical to us becoming the trusted growth partner for our clients,” Matsushita said in the note, positioning Pathak’s appointment as central to WPP Creative’s regional ambitions.

Balancing brand distinctiveness with integration

WPP Creative houses some of the group’s most prominent agency brands, including VML, Ogilvy, Burson, AKQA, Grey, Landor and Design Bridge & Partners.

According to Matsushita, these agencies will “remain distinct, bringing differentiated craft and brand value to market,” even as the company works towards a more unified operating model. The strategy reflects a broader industry shift, where holding companies are seeking to simplify structures while retaining specialist capabilities.

The APAC leadership team also includes Bernadette Chan as Chief People Officer and Andy Kochar as Chief Financial Officer, underscoring a strengthened regional governance framework.

 
Pathak’s expanded mandate

As WPP Creative CEO for India, Pathak is expected to lead efforts to elevate brand presence, deepen client relationships, and drive growth in one of the fastest-expanding advertising markets globally.

Her immediate focus will be on working closely with agency leaders to “deliver unparalleled client value, unlocking growth and upholding the distinctiveness and tradition of creative excellence” across WPP’s portfolio, according to the internal note.

Industry executives say the move consolidates Pathak’s influence within the WPP ecosystem, particularly given her track record at Ogilvy India, where she has overseen major client mandates and creative transformations.

India at the centre of APAC strategy

The leadership reshuffle comes as global networks intensify their focus on India, driven by strong economic growth, a rapidly digitising consumer base, and increasing marketing spends from both domestic and multinational brands.

By appointing a market-specific CEO while aligning closely with regional leadership, WPP appears to be adopting a hybrid model—combining local agility with regional scale.

Matsushita described Pathak as “pivotal in driving our success” in APAC, highlighting the importance of India within the broader regional blueprint.

The road ahead

WPP Creative’s strategy hinges on fostering collaboration across agencies without diluting their individual brand equities—a delicate balance that has challenged holding companies in the past.

For Pathak, the task will involve aligning multiple agency cultures and capabilities under a common growth agenda, while continuing to nurture Ogilvy India’s legacy.

As WPP pushes for a more connected creative offering, the success of this model in India could serve as a blueprint for other markets in the region.

WPP in its statement said, "“As announced during our recent Strategy Update, WPP is creating a lean regional leadership team to develop the WPP Creative operating model. This model will support our creative, design, and PR agencies, including VML, Ogilvy, Burson, AKQA, Landor, Design Bridge & Partners, and others."

"In India, Hephzibah Pathak has been appointed CEO of WPP Creative, representing all the iconic agencies under the WPP Creative umbrella. She will work collaboratively with the agency brand CEOs to enhance integration, expand capabilities, and ensure seamless client access to our full talent pool. Our iconic agency brands continue to be a key part of the ecosystem, and the focus remains on client benefit and integrated creative excellence.”