British advertising and communications group WPP is preparing to bring its three principal creative agencies — Ogilvy, VML and AKQA — under one unified holding structure, according to reports in the Financial Times and other media. The move, set to be officially announced later this month, is part of a wider strategic overhaul as the company responds to client demands for more streamlined, integrated creative services.
Under the proposed structure, the three agencies will be placed under a new umbrella entity called WPP Creative. While each agency will continue to operate independently and retain its brand identity in the market, the unified framework is designed to make WPP’s creative offerings simpler and more coherent for clients seeking end-to-end solutions.
Responding to industry pressures
The restructuring comes amid broader challenges for the world’s largest advertising holding company, which has seen its shares slide and faced growing competition from technology firms and AI-driven services. WPP’s leadership views the consolidation of its creative brands as a way to compete more effectively by offering integrated creative capabilities alongside its existing media and production divisions.
Company executives, including new CEO Cindy Rose, who took the helm in September 2025, have emphasised the need to simplify the group’s operating model to better meet client needs. Industry experts say the decision reflects both market dynamics and enduring demand from global brands for unified creative solutions rather than fragmented agency offerings.
Structure and expected developments
Under the planned WPP Creative banner, Ogilvy, VML and AKQA will still function as distinct agencies with their own creative specialisations, but will be coordinated under the larger framework to reduce internal duplication and enhance cross-agency collaboration. The new structure is intended to allow the group to respond more quickly to client briefs and emerging industry trends, including artificial intelligence and data-driven marketing.
The proposals are reportedly still being finalised, and details could evolve before the official launch later in February. In addition to the agency consolidation, WPP is expected to outline further investments in artificial intelligence and internal tools to support its transformation and competitiveness going forward.
Overall, the restructuring marks one of the most significant organisational changes at WPP in recent years as the company seeks to strengthen its market position and adapt to a rapidly evolving advertising landscape.
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