WPP set to merge Ogilvy, VML & AKQA into new creative entity?
The group plans to launch a new holding company called WPP Creative
Pitch Feature
WPP plans to merge its three flagship creative agencies—Ogilvy, VML, and AKQA—into a single unified entity, according to media reports. The move is reportedly prompted by widespread disruption from artificial intelligence across the advertising sector.
The company is expected to launch a new holding structure called WPP Creative, which will bring these agencies together under one umbrella. This reorganisation would be among the first major strategic initiatives under CEO Cindy Rose, who assumed the role in September.
Under the WPP Creative model, the group will continue to run its established creative agencies, including Ogilvy, VML, and AKQA, but within a coordinated framework designed to simplify access to WPP’s creative services for clients. Reports from the Financial Times suggest the plans may be officially announced later this month.
WPP Creative will function alongside the company’s integrated media and production divisions. While the agencies will continue operating independently day-to-day, WPP aims to preserve their unique brand identities in the market.
