WPP has announced the launch of WPP Production. With this, WPP aims to unite Hogarth, its global production company, with its other production teams across the network.

According to a statement, this move will help the network reimagine growth for its clients in an AI era through innovation, scale, creativity, and production excellence. 

Richard Glasson, global CEO, Hogarth, will oversee WPP Production, a team of nearly 10,000 people dedicated to delivering content across channels and geographies.

According to a statement, WPP Production is driven by four core pillars to help empower its global clients: 
 
Establishing a unified global team of craft experts by consolidating all content producers into a single, globally-connected production organisation to foster unparalleled collaboration and expertise.

Integrating agency producers for enhanced innovation by uniting all agency producers into a global team, ensuring top-tier creativity, craft, and innovation is seamlessly delivered across WPP’s entire client portfolio.

Unlocking next-generation content origination by committing significant investment to talent and technology, leveraging the transformative power of generative AI, virtual and hybrid production to revolutionise client content pipelines.

Launching the high velocity content studio, which is an industry-leading integrated production plus media solution that puts audiences at the heart of content strategy and drives performance through data and real-time optimisation.
 
Glasson said, “This is a transformative moment for us and, more importantly, for our clients. Bringing all of WPP’s craft expertise together in WPP Production reinforces our position at the heart of WPP's integrated offering. It allows us to activate the full collective power of WPP – its talent, creativity, technology, and data – to redefine content creation. We are focused on delivering smarter, more innovative, and world-class storytelling that drives business for our clients.”

Cindy Rose, CEO, WPP, added: "The launch of WPP Production is a cornerstone of our strategic vision to integrate our services, making it easier for clients to access WPP’s full spectrum of capabilities. In a rapidly evolving landscape where content is king, WPP Production will be the powerhouse that enables us to be the trusted growth partner for our clients. This is about delivering exceptional value and setting new benchmarks for the quality and scale of content production worldwide."

The transition is set to happen on 23 February.

WPP Production will open a number of significant studio locations around the world in 40 cities, with an aim to ensure state-of-the-art facilities.