WPP is doubling down on human creativity with the launch of WPP Creative, a new structure unveiled by Cindy Rose. The initiative brings together powerhouse agencies including VML, Ogilvy, AKQA, Landor, and Design Bridge and Partners under unified leadership led by John Cook.
The restructuring sharpens WPP’s focus on verifiable human craft, integrated capabilities, and a leaner operating model positioning creativity as its competitive moat in an AI-disrupted marketing landscape. As generative AI accelerates content production and squeezes margins, WPP is signaling that original thinking, cultural insight, and strategic storytelling remain irreplaceable assets.
Beyond consolidation, this move reflects broader industry pressure: holding companies are streamlining operations while redefining value beyond automation. By aligning creative powerhouses under one umbrella, WPP aims to drive efficiency without diluting distinct brand identities.
Bottom line: In an AI-first era, WPP is betting that human-led creativity not just automation will define the next wave of differentiation.
