MAM
WPP explores sale of flagship PR agency Burson
Advertising giant considers exit from public relations amid restructuring drive.
MUMBAI: WPP is reportedly preparing to spin a new chapter by potentially spinning off one of its oldest storytellers. The British advertising and marketing services group is exploring a possible sale of its public relations arm Burson, with advisers at Goldman Sachs reviewing strategic options, according to a report by The Times. The move, if completed, would mark a near-complete exit from the PR sector for WPP and represent the first significant disposal under chief executive Cindy Rose, who is leading a broader effort to simplify the company’s structure and restore growth.
Burson was formed in 2024 through the merger of BCW and Hill & Knowlton. It employs around 6,000 people globally and forms the core of WPP’s remaining PR operations. A sale would follow the earlier divestment of a majority stake in FGS Global to KKR, a deal that valued that business at £1.3 billion.
The review comes as WPP continues to face pressure on its financial performance. In 2025, the company’s PR segment generated £667 million in revenue less pass-through costs, reflecting a 6.0 per cent like-for-like decline, and delivered £102 million in headline operating profit. The division has shrunk considerably after the FGS Global disposal in late 2024.
WPP reported full-year revenue of £13.55 billion in 2025, down 8.1 per cent on a reported basis, while headline operating profit fell 22.6 per cent and margins dropped to 13.0 per cent.
Rose’s Elevate28 strategy aims to move the company away from a traditional holding company model towards a more integrated organisation built around four divisions: media, creative, production, and enterprise solutions. The plan also targets £500 million in cost savings by 2028.
Both WPP and Goldman Sachs declined to comment on the report.
The advertising industry has seen growing speculation about the future of large publicly traded PR firms, with similar rumours swirling around Weber Shandwick and potential private equity interest in management buyouts. However, finding a suitable buyer for a large global legacy PR business remains a key challenge.
In the fast-changing world of marketing and communications, WPP appears keen to streamline its narrative and selling Burson could be the next dramatic plot twist in its transformation story.
MAM
Swiggy appoints Swapnil Bajpai CEO of Dineout and Scenes
Leadership shift signals sharper push into dining out and experiences verticals.
MUMBAI: Swiggy is plating up a leadership refresh, and it’s serving it with a side of experience. The company has appointed Swapnil Bajpai as chief executive officer for Swiggy Dineout and Scenes, placing him at the helm of its dining-out and experiences businesses as it sharpens focus beyond food delivery. Bajpai, who shared the update via Linkedin, steps into the role after several years within the company, where he has moved across key functions including business operations, sales, supply and monetisation. Most recently, he served as senior vice president and business head for Swiggy Dineout, Assure and Lynk, driving growth and operational scale across these verticals.
His track record at Swiggy includes leading advertising and monetisation strategies for both food delivery and dineout segments, alongside overseeing supply and sales functions, roles that have increasingly become central as the platform diversifies revenue streams.
Before Swiggy, Bajpai built his career across consumer giants. He worked as regional sales manager at Reckitt and spent several years at Procter & Gamble, where he handled market strategy, planning and large-scale sales operations. His stint there also involved leading trade programmes and designing shopper-centric go-to-market strategies across categories.
In his new role, Bajpai will be tasked with strengthening Swiggy’s dining-out and experiences ecosystem, two areas that are fast emerging as the company’s next growth frontier. With urban consumers leaning into eating out and curated experiences, Swiggy appears to be betting on a more rounded lifestyle play rather than just doorstep delivery.
The move underscores a broader shift in Swiggy’s strategy, from being the app that brings food home, to becoming the one that takes you out.
