WPP’s global public relations arm Burson is evaluating potential disposals as a part of a broader restructuring exercise, according to media reports.
According to reports, WPP has discussed asset sales internally as it looks to streamline operations and sharpen strategic focus.
Burson itself is a relatively new creation. In early 2024, WPP consolidated its legacy PR networks, including BCW and Hill & Knowlton, under the unified Burson brand. The move was positioned as a strategic simplification of its portfolio, aimed at eliminating structural overlaps and creating a single scaled communications offering capable of competing globally.
However, the consolidation has unfolded amid a challenging operating environment. Burson reported a 5% decline in global revenue to $915 million in 2024, followed by continued mid-single-digit declines in 2025.
The development comes as WPP accelerates consolidation across its broader business. The group has moved to combine its creative networks Ogilvy, VML and AKQA under a unified structure branded WPP Creative, following last year’s integration of its media agencies into WPP Media.
The report also stated that even if Burson were to be considered for sale, identifying a buyer would not be straightforward. Private equity firms have been among the most active acquirers in the marketing services sector in recent years, yet large, mature PR agency networks do not always offer the same margin expansion or technology-led scalability that financial investors typically seek.
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