WPP to fold Ogilvy, VML and AKQA into single creative banner

WPP is preparing to bring its three main creative advertising agencies under a single umbrella in a major strategic shake‑up aimed at simplifying its sprawling operations and sharpening its client offering, the Financial Times has reported.

According to the FT, the British holdco will create a new structure called WPP Creative, into which agencies including Ogilvy, VML and AKQA will be folded. The move is part of a broader plan being finalised for unveiling later this month, as WPP seeks to respond to mounting competitive pressures, particularly around AI and client demands for more integrated services.

While the individual agencies are expected to retain their distinct brands and continue operating independently, placing them under one banner is designed to streamline how WPP presents its capabilities to clients – potentially making it easier for marketers to access creative, media and production services across the holding company’s network. WPP Creative will sit alongside WPP’s recently consolidated media and production divisions as part of this effort.

The initiative marks one of the first major strategic actions under CEO Cindy Rose, who took the helm in September last year and faces immediate pressure to revive the company’s fortunes after a sustained decline in market value and account losses.

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