Reports that WPP plans to move its creative agencies under an umbrella called WPP Creative would mark a big step in the holding company’s multi-year effort to revive its business, following the creation of WPP Media and WPP Production.
A source close to WPP leadership told ADWEEK the company has no plans to sunset Ogilvy, VML, or AKQA. Instead, the agencies would retain their identities while sharing back-end resources—similar to how Mindshare, Wavemaker, and EssenceMediacom operate under the new WPP Media.
WPP declined to comment. The company is expected to outline more details about its strategy at an investor day on Feb.