Published on: April 23, 2026
WPP has announced the formation of WPP Commerce, a dedicated global unit designed to bring together its commerce expertise under one structure. The move combines capabilities that were previously spread across multiple agencies and divisions.
WPP Commerce will integrate services spanning media, creative, enterprise solutions, and production, offering clients a more cohesive approach to ecommerce strategy, retail media, marketplace operations, and shopper marketing. The goal is to provide a unified, end-to-end commerce solution across WPP’s global network.
Brent Taylor has been appointed as Global CEO of the new unit. Previously leading Barrows, WPP’s retail marketing agency, Taylor will now be responsible for aligning commerce capabilities across the organization and delivering integrated solutions to clients worldwide.
This development is part of a wider transformation strategy led by Cindy Rose, who took over as CEO in 2025. Under her leadership, WPP has initiated a multi-year plan called Elevate28, aimed at simplifying operations and strengthening collaboration across its businesses.
Elevate28 outlines a phased roadmap: stabilizing performance in 2026, accelerating growth in 2027, and achieving sustained expansion by 2028. As part of this strategy, WPP is restructuring its operations into four primary units—WPP Media, WPP Creative, WPP Production, and WPP Enterprise Solutions—replacing its traditionally complex holding company model.
The restructuring comes in response to financial challenges, including a revenue decline in 2025. WPP has also introduced a cost-efficiency program targeting approximately £500 million in annual savings by 2028 to support its turnaround efforts.
The launch of WPP Commerce also reflects broader shifts in the industry, where the lines between marketing, retail, and digital commerce are increasingly blurred. Brands are now seeking integrated partners capable of connecting advertising, data, technology, and point-of-sale experiences within a single framework.
By consolidating its commerce capabilities into one global unit, WPP aims to simplify client access to services while fostering stronger collaboration across its agency network. WPP Commerce will operate across the company’s international portfolio, delivering coordinated commerce strategies and execution at scale.
Read more: Wendy’s Names WPP Media As U.S. Media Partner, Expanding Strategic Collaboration
