WPP is set to bring its three flagship creative agencies, Ogilvy, VML and AKQA, under a single overarching organisation, reportedly to be called WPP Creative, as the advertising giant restructures amid widespread disruption driven by AI.

According to a report by the Financial Times, the move will see Ogilvy, VML and AKQA retained as distinct agency brands, but folded under one umbrella holding structure. While the agencies are expected to continue operating independently in the market, the unification is designed to simplify WPP’s offering to clients and enable more integrated services across the group.

WPP Creative is expected to be unveiled later this month, according to reports, and will sit alongside WPP Production, the group’s recently launched integrated media and production division. 

The proposed restructure would mark one of the first major strategic decisions by Cindy Rose, who took over as WPP’s chief executive in last September. 

The consolidation of creative agencies follows a series of structural simplifications across WPP in recent times.

In May 2025, WPP moved creative agency Grey under Ogilvy, shifting its reporting line from the AKQA Group. Internal memos at the time said the change was intended to strengthen collaboration and unlock growth opportunities across the network.

Last year, WPP unified its GroupM media agencies under a single profit and loss structure, effectively dropping the GroupM brand as media agencies came together under WPP Media. That move marked the end of distinct media business units within the organisation. 

WPP also consolidated its global production capabilities, including Hogarth, under the WPP Production banner earlier last year, with the aim of delivering greater speed, scale and creative consistency for clients, with Hogarth global CEO Richard Glasson leading the division.

Taken together, these changes point to a broader strategy under Rose’s leadership: reducing complexity, tightening integration across creative, media and production, and positioning WPP to compete more effectively in an industry being rapidly reshaped by AI and automation.