WPP unveils ‘Elevate28’ plan to simplify structure and restore growth; targets £500m annual cost savings by 2028

WPP has announced a multi-year strategic plan, titled “Elevate28”, aimed at simplifying its structure, integrating its client offering and returning the business to sustainable organic growth.

Chief Executive Officer Cindy Rose said the company would transition from a holding company model to a single, integrated organisation structured around four core operating units: WPP Media, WPP Creative, WPP Production and WPP Enterprise Solutions. These will operate across four regions including North America, Latin America, EMEA and APAC.

The company’s strategy is centred on positioning WPP as a growth partner for brands navigating technological change, particularly artificial intelligence, and broader macroeconomic volatility.

Rose acknowledged that recent underperformance stemmed from organisational complexity, the absence of an integrated operating model and inconsistent execution. She said these issues were within management’s control and that corrective measures were already underway.

Four-Pillar Operating Model

Under Elevate28, WPP will streamline its operations to deliver integrated, AI-enabled services. Media will sit at the core of its client proposition, supported by enhanced creative and production capabilities. The company also plans to expand its enterprise solutions business to support clients in AI-led business transformation.

A key component of the plan is WPP Open, the group’s agentic marketing platform, which will connect capabilities across units. The company also intends to strengthen its data proposition through Open Intelligence and deepen strategic technology partnerships.

Financial Targets and Cost Measures

WPP is targeting £500 million in gross annualised cost savings by 2028. To achieve this, it expects to incur approximately £400 million in total cash costs over two years. A significant portion of the savings will be reinvested into high-growth areas.

The company will also rationalise its portfolio to reduce leverage and create additional capacity for investment, while maintaining an investment-grade balance sheet and continuing shareholder returns.

Three-Phase Plan

The transformation will be executed in three phases:

• Phase 1 – Stabilise (2026): Focus on stabilising net new business performance, executing cost savings and rationalising the portfolio.
  
  
• Phase 2 – Build (2027): Embed a revised go-to-market strategy and integrated operating model, targeting a return to organic growth during the year.
  
  
• Phase 3 – Accelerate (2028 onwards): Deliver improved margins, stronger cash conversion and accelerated growth as a simplified, lower-cost, AI-enabled business.
  
  

WPP said the plan is designed to create long-term value for clients, employees and shareholders while improving operational discipline and execution.