WPP weighs sale of Burson as part of turnaround strategy

WPP is reportedly exploring a potential sale of its public relations arm, Burson, as part of a broader effort to streamline operations and improve performance.

According to reports, the company has appointed Goldman Sachs to evaluate strategic options, including a possible divestment. The move comes amid ongoing restructuring, with Burson witnessing a 6% decline in revenue in 2025, partly due to reduced discretionary spending from clients, especially in Europe.

Formed in 2024 through the merger of BCW and Hill & Knowlton, Burson employs around 6,000 people globally. A sale would further scale back WPP’s footprint in the PR space, following its earlier decision to divest a majority stake in FGS Global to KKR.

The review aligns with WPP’s wider turnaround plan under CEO Cindy Rose, who took charge in September. The company is working towards simplifying its structure, cutting costs, and returning to growth.

As part of this shift, Burson was recently moved under WPP Creative, alongside agencies such as VML, Ogilvy, AKQA, Landor, and Design Bridge and Partners. WPP is also reorganising its business into four divisions: WPP Media, WPP Creative, WPP Production, and WPP Enterprise Solutions.

Under its “Elevate28” strategy, WPP is targeting up to £500 million in cost savings by 2028, while reviewing non-core assets for potential divestment.

Earlier this year, Burson APAC CEO HS Chung highlighted the importance of building a unified culture following the merger, emphasising that the agency is positioning itself as a newly formed entity rather than a continuation of legacy organisations.