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WPP reports record ?1.5 billion annual profit
MUMBAI: For 2014, Martin Sorrell’s WPP Group reported a record ?1.5 billion annual profit in 2014, which was up by 12 per cent on reported revenue of ?11.53 billion, which was up 4.6 per cent year on year.
WPP, which owns agencies such as Ogilvy, J. Walter Thompson, and Milward Brown, said 2015 was off to a flying start. Like-for-like revenue in January rose 6.7 per cent, with like-for-like net sales up 3.9 per cent, which WPP says was stronger than the final quarter of 2014 and 2014 itself.
The agency expects to grow net sales by three per cent in 2015 and is looking at a headline operating margin target of 0.3 margin points, excluding the impact of currency.
WPP’s reported billings at ?46.186 billion, were up 6.8 per cent in constant currency driven by a strong leadership position in net new business league tables. On the other hand, WPP saw like-for-like revenue growth in all regions, led by strong growth in North America, United Kingdom and Asia Pacific, Latin America, Africa & the Middle East and Central & Eastern Europe, and by all sectors, with particularly strong growth in advertising and media investment management and branding and identity, healthcare and specialist communications (including direct, digital and interactive).
The group’s like-for-like net sales growth were at 3.3 per cent, with the gap compared to revenue growth more than the first half, as the scale of digital media purchases in media investment management and data investment management revenue continues to increase.
WPP saw EBITDA growth of 0.7 per cent, up 7.5 per cent in constant currency, reflecting currency headwinds, but giving 0.2 margin points improvement, to 19.0 per cent on net sales, with like-for-like operating costs (+3.1 per cent) rising slower than net sales.
PBIT increase of 1.1 per cent to ?1.681 billion, up eight per cent in constant currency was observed for the year. Net sales margin, a more accurate competitive comparator, up 0.2 margin points to an industry leading 16.7 per cent, up 0.3 margin points in constant currency, in line with target.
WPP saw exceptional gains of ?196 million largely representing gains on the AppNexus and Rentrak transactions completed in the second half, together with other gains of ?45 million, including gains on the re-measurement of the Group’s equity interests, partly offset by ?89 million of restructuring costs, ?39 million of IT transformation costs and ?7 million of investment write-downs, giving a net exceptional gain of ?61 million.
WPP was recognised again in 2014 for creative and effectiveness excellence with the award of the Cannes Lion to WPP for the most creative Holding Company, for the fourth successive year, since the awards inception and another to Ogilvy & Mather Worldwide, for the third consecutive year, as the most creative agency network. In another rare occurrence in the industry, in 2014 Grey was named Global Agency of the Year 2013 by both US trade magazines Ad Age and Ad Week. For the third consecutive year, WPP was awarded the EFFIE as the most effective Holding Company.
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Adbhoot weaves AI magic into CottonKing Aura linen campaign
Subtle AI craft brings premium linen’s texture, fall and finesse to life in cinematic film that feels tangibly real.
MUMBAI: Adbhoot has threaded the needle perfectly using AI so invisibly that the real star of Cottonking’s new premium linen range, Aura, gets to shine. The campaign, built around the insight that premium clothing isn’t merely worn but experienced, puts the fabric itself centre stage. Instead of flashy drama or exaggerated styling, every frame focuses on what truly defines Aura: its visible weave, natural drape, soft finish and effortless movement. The result feels so tactile you almost want to reach out and touch the screen.
What sets the work apart is its quiet confidence in technology. There is no “look at our AI” fanfare. Adbhoot treated the tool as a precision filmmaking instrument ensuring consistent model features, accurate proportions, natural lighting behaviour and real-world physics so the film feels polished, controlled and unmistakably premium rather than artificial.
Adbhoot, founder & creative director Vaibhav Pandit explained, “AI is powerful only when it doesn’t announce itself. For Aura, our intent was clear. The fabric needed to feel tangible, the lighting needed to behave naturally, and the model had to remain authentic throughout. We shaped AI around the brief, not the other way around.”
Cottonking director Koushik Marathe added, “With Aura, our vision was clear: to create a premium linen range that feels elevated not just in look, but in experience. Linen is a fabric of character, it breathes, it moves, and it carries a distinct elegance that can’t be replicated. This campaign captures that essence beautifully.”
The campaign marks another step in Adbhoot’s thoughtful approach to modern storytelling, innovation supports the narrative rather than stealing the spotlight. In an era when AI is often used to grab attention, this one stands out by staying quietly honest letting the linen do the talking and the craft do the work.
From weave to wind-blown drape, Aura doesn’t just look premium, it feels it. And thanks to Adbhoot’s restrained touch, viewers are left with the impression of real fabric, real movement, and real emotion rather than pixels and prompts. In the world of fashion advertising, that’s the kind of seamless finish that really leaves a mark.
