WPP has introduced Elevate28, a multi-year transformation programme aimed at streamlining its organisational structure, strengthening its integrated client offering and restoring sustained growth by 2028. The initiative signals a major move away from the traditional holding company model toward a unified, AI-enabled enterprise.
Under the new structure, WPP will operate through four core business units — WPP Media, WPP Creative, WPP Production and WPP Enterprise Solutions — across North America, Latin America, EMEA and APAC. These units will be connected through WPP Open, the company’s agentic marketing platform powered by Open Intelligence, its privacy-first data layer built using InfoSum technology.
Elevate28 will unfold in three phases:
Stabilise (2026):
WPP will prioritise improving net new business momentum, implementing cost efficiencies and optimising its portfolio. The company is targeting £250 million in gross annualised savings by the end of 2026.
Build (2027):
The group plans to embed a fully integrated go-to-market model across media, creative, production and enterprise services, with a return to organic growth anticipated during the year.
Accelerate (2028 onwards):
From 2028, WPP aims to operate as a simpler, lower-cost, AI-powered organisation delivering stronger organic growth, improved margins and enhanced cash generation.
By 2028, WPP expects to unlock £500 million in gross annualised cost savings. Implementation will involve approximately £400 million in restructuring cash costs over two years, with a meaningful portion reinvested into growth segments such as media, commerce, production and enterprise AI services.
A key pillar of Elevate28 is positioning media and data at the centre of WPP’s integrated model, supported by advanced creative and production capabilities. Enterprise Solutions will now function as a standalone unit, bringing together customer experience, CRM, commerce, content transformation and technology services to capture rising demand for enterprise-level AI transformation.
The company also confirmed deeper collaborations with strategic partners including Google for AI and cloud infrastructure, and Adobe for content and marketing integration.
Recent actions include launching WPP Production as a unified global production entity, creating central Client Solution Architects to enhance cross-selling, and deploying new AI capabilities such as WPP Open Pro and an internal Agent Hub. Additionally, WPP Creative will operate under a unified system integrating its creative, PR and design agencies while preserving individual brand identities.
WPP reiterated its commitment to maintaining an investment-grade balance sheet throughout the transition. While leverage may increase modestly in 2026, it is expected to decline from 2027 as operational performance strengthens.
The Board has indicated its intention to maintain an annual dividend of 15.0p per share in 2026, following a 7.5p final dividend declared for 2025.
With Elevate28, WPP is positioning itself to reclaim growth momentum in a global marketing services industry projected to surpass $500 billion by 2028.
Read more: WPP And Adobe Expand Partnership To Drive AI Transformation For Client Marketing Operations
