AD Agencies
WPP to group Ogilvy, VML and AKQA under one creative banner
New WPP Creative unit aims to simplify structure and speed up AI push
LONDON: WPP is preparing to place its three flagship creative agencies, Ogilvy, VML and AKQA, under a single umbrella called WPP Creative, as part of a wider effort to simplify its structure and respond to rising pressure from artificial intelligence.
According to a Financial Times report, the British advertising giant plans to keep the individual agency brands intact while bringing them together under one banner. The move is designed to make it easier for clients to access integrated creative services without navigating multiple legacy networks.
The proposals are still being finalised and could change, the report noted.
WPP Creative will function as a holding structure, sitting alongside WPP Media, which houses GroupM, and WPP Production, the unit built around Hogarth. Rather than forcing full mergers, the company is expected to let Ogilvy, VML and AKQA retain their names and day-to-day operations, while sharing strategy, resources and technology behind the scenes.
The shift is also tied to a broader push into artificial intelligence. Executives are expected to outline plans to increase investment in internal AI tools as competition intensifies from technology companies offering automated creative and marketing services.
The restructuring marks one of the first major moves under WPP’s new chief executive, Cindy Rose, who took charge in late 2025. Her brief is clear: trim complexity, speed up decision-making and present a single, sharper creative face to clients.
For marketers, the promise is simple. Instead of three doors, there will be one entrance to the combined creative muscle of WPP. For the company, the bet is that fewer silos and more shared tech will translate into lower costs, tighter margins and a structure fit for an AI-shaped future.
