MAM
WPP launches WPP Production
London: WPP is rewiring its production muscle. The world’s biggest advertising group on Thursday unveiled WPP Production, a new global platform that pulls together Hogarth and WPP’s sprawling production capabilities into a single, AI-powered content powerhouse aimed squarely at accelerating client growth.
The move collapses years of distributed production expertise into one integrated operation, promising speed, scale and cinematic-quality storytelling at industrial volume. WPP Production will bring together all creative producers across the network, backed by heavy investment in generative AI, virtual production and a rapidly expanding global studio footprint.
Richard Glasson, global ceo of Hogarth, will lead the new unit as ceo of WPP Production, placing the long-time production specialist at the centre of WPP’s push to dominate content creation in an always-on, platform-driven world.
WPP said the launch reflects a fundamental shift in how brands need content made and delivered. As audiences fragment and formats multiply, production is no longer a back-end function but a growth lever.
At the heart of WPP Production are four priorities: building a single global craft organisation; integrating agency producers across brands; re-engineering content origination through AI and hybrid production; and launching a high-velocity content studio that blends production and media, using data and real-time optimisation to drive performance.
“This is a transformative moment for our clients,” Glasson said, adding that unifying WPP’s production talent allows the group to activate its full creative, technological and data firepower to deliver smarter, faster and more effective storytelling.
Cindy Rose, ceo of WPP, described the new unit as central to the company’s broader integration strategy. With content volumes exploding and quality expectations rising, she said WPP Production would make it easier for clients to access the group’s full range of capabilities while setting new benchmarks for scale and craft.
The new organisation will operate on a single global platform powered by WPP Open, using AI-driven workflows to boost efficiency and consistency across markets. WPP Production will employ close to 10,000 people and operate in more than 40 cities, combining local cultural expertise with global delivery.
Investment will flow into infrastructure as well. Building on the Hogarth Studios network and a recently opened virtual production facility in London, WPP plans to roll out major studio locations worldwide to ensure always-on access to cutting-edge production environments.
For clients, WPP is promising faster turnaround, lower costs and more flexible, data-led content solutions capable of speaking to every audience, on every channel, at every moment.
The transition to WPP Production takes effect on 23 February 2026. In an industry where content has become currency, WPP is making its bet clear: whoever controls production controls growth.
Brands
Kwality Wall’s reports standalone losses following strategic HUL demerger
Ice cream major faces Rs 64 crore Ebitda loss amid commodity inflation and muted Q3 sales
MUMBAI: Kwality Wall’s (India) Limited (KWIL) has released its first set of financial results as a standalone entity, revealing a challenging start to its independent journey. Following its successful demerger from Hindustan Unilever Limited (HUL) on 1st December 2025 and its subsequent listing on 16th February 2026, the company is navigating a transition period marked by structural changes and high input costs.
For the quarter ended 31st December 2025, the company reported revenue of Rs 222 crores. Despite the revenue base, the bottom line was impacted by several factors, resulting in an Ebitda loss of Rs 64.2 crores. When calculated on a Pre-IND AS 116 basis, the Ebitda loss stood at Rs 83.8 crores.
Organic Sales Growth (OSG) declined by 6.5 per cent year-on-year during the quarter. Volume growth, however, saw a marginal increase of 1.2 per cent. The company reported a gross margin of 41.5 per cent. Additionally, exceptional expenses amounting to Rs 94 crores were recorded, primarily linked to non-recurring costs during the transition phase.
Performance across portfolios and channels was mixed. Within the impulse portfolio, brands such as Magnum and Cornetto recorded mid-single digit volume growth, indicating steady demand in on-the-go consumption. However, the in-home portfolio, which includes take-home packs, experienced muted consumption. The company is planning a relaunch of this category with improved offerings ahead of the 2026 season.
Quick commerce (Q-Com) continued to emerge as a strong growth driver, delivering robust double-digit growth during the quarter. Meanwhile, the company also expanded its physical distribution network by increasing the number of company-owned cabinets across markets.
Margin pressure during the quarter was driven by a combination of one-off factors and broader cost inflation. Gross margins were impacted by around 600 basis points due to trade investments made for stock liquidation. Additionally, cocoa price inflation contributed to another 400 basis points of pressure on margins.
Deputy managing director Chitrank Goel attributed the muted performance partly to prolonged monsoons and transitional challenges linked to the GST framework. Operating expenses also increased as the company invested in establishing its standalone supply chain, operational systems and corporate infrastructure following the demerger.
Looking ahead, the management remains focused on a volume-driven growth strategy. To restore profitability, the company has initiated a cost productivity programme aimed at reducing non-consumer-facing costs. It is also working on building regional manufacturing networks to optimise logistics expenses and improve operational efficiency.
The commodity outlook for the near term remains mixed. Dairy prices are expected to remain firm due to tight supply conditions and rising fodder costs. Sugar prices may also move higher following increases in the Minimum Selling Price (MSP). While cocoa prices have moderated recently, currency depreciation has offset some of the potential cost relief for the company.
