WPP is reportedly preparing to launch a new umbrella division called WPP Creative, designed to bring its global advertising agencies under a single structure alongside WPP Media and WPP Production.
Under the proposed structure, agency networks including AKQA, Ogilvy and VML will operate within the WPP Creative group while continuing to function independently. Industry sources indicate that Jon Cook, Global CEO of VML, is expected to lead the new division.
The announcement is anticipated on 26 February, when WPP CEO Cindy Rose is set to present the company’s strategic review alongside its 2025 financial results.
The development comes amid a challenging period for WPP and the wider holding company landscape. WPP’s share price fell 11.8% on the London Stock Exchange last week, with analysts linking the decline partly to growing concerns around emerging AI tools and their impact on the industry.
Earlier this year, WPP introduced WPP Production following the closure of Hogarth. The new division is overseen by Richard Glasson, former Global CEO of Hogarth, and has been described by the company as “the world’s largest and most advanced content production powerhouse”.
In May last year, the group also rebranded GroupM as WPP Media, positioning the business as an “AI-driven media company” led globally by Brian Lesser and in the UK by Kate Rowlinson.
WPP declined to comment on the report, which was first published by the Financial Times, including any potential leadership changes involving Jon Cook.
The move mirrors broader consolidation trends across the advertising industry. In December, Omnicom reorganised its advertising operations into three global networks—TBWA, McCann and BBDO—following its acquisition of Interpublic Group.
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