WPP to centralise creative operations

WPP is set to overhaul its creative operations with a new structure, “WPP Creative,” in one of the first major initiatives under recently joined CEO Cindy Rose.

The world’s largest advertising holding company is reportedly preparing to bring its creative agencies—including Ogilvy, VML, and AKQA—under a single umbrella. The story first broke in the Financial Times.

Sources familiar with the topic told Mumbrella the process would not involve a full amalgamation of the agencies. Each brand would continue to service clients independently, but certain functions would be simplified and centralised, mirroring similar moves WPP has previously made in its Media and Production divisions. The changes in production led to the recent retirement of the Hogarth brand.