MAM
WPP rolls out Agent Hub to put its AI brainpower to work for clients
LONDON: WPP has thrown open the doors to its collective brain. The world’s largest advertising group has launched Agent Hub on WPP Open, turning decades of proprietary knowledge, data and creative craft into a suite of always-on AI agents designed to sharpen marketing outcomes for clients worldwide.
Billed as an internal app store for intelligence, Agent Hub codifies WPP’s institutional memory into advanced agentic AI, giving clients and its 100,000-strong workforce instant access to WPP-verified strategy, creativity and behavioural insight. The aim is scale with precision, replacing generic automation with expertise trained on real-world brand experience.
The platform launches with a line-up of so-called Super Agents. These include a brand analytics agent drawing on nearly 30 years of Brand Asset Valuator data, the world’s largest longitudinal study of brand equity; a behavioural science agent modelled on Ogilvy’s award-winning practice; an analogies agent designed to spark cross-industry thinking; and Creative Brain, an ideation partner fuelled by 150 years of WPP creative intelligence.
Agent Hub builds on a bottom-up innovation model already embedded inside WPP Open. Since the platform’s launch, agencies and teams have created thousands of bespoke agents using no-code tools to boost productivity and creativity. The new Super Agents represent the strongest of these efforts, now standardised and made available across the group.
Responsibility is being positioned as a differentiator. Every agent entering the Hub is validated by senior subject matter experts, tested for accuracy and compliance, and vetted to ensure licensed data use and client confidentiality. WPP says the process is designed to give brands confidence that AI outputs are commercially safe and grounded in practical business understanding.
Stephan Pretorius, chief technology officer at WPP, said Agent Hub marks a shift in how the group delivers value. “This is about human brilliance, amplified by AI. We are encoding decades of judgement and expertise into agents that solve real client problems and allow us to move towards commercial models based on outcomes, not hours.”
Adoption is already broad. WPP Open has more than 75,000 users across the company, covering over 90 per cent of client-facing staff, and is in use by clients including Nestlé and The Coca-Cola Company. Existing users will gain immediate access to Agent Hub, while select clients are also co-creating customised agents trained on their own data and brand guidelines.
Chief innovation officer of WPP, Elav Horwitz, described the approach as deliberately open. “This is not a black box. Agent Hub curates our people’s best thinking and makes it available to everyone. It is innovation, democratised.”
With Agent Hub, WPP is making a clear bet: that the next edge in marketing will not come from more tools, but from smarter intelligence, delivered at speed and at scale.
MAM
Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
