WPP launches global brand structure

WPP Brand & Design has announced a new global leadership structure under recently appointed Global CEO Jane Geraghty, aimed at connecting its specialist branding, design and experience capabilities across its agency network and strengthening client delivery in an increasingly AI-driven market.

The collective brings together agencies including Landor, Design Bridge and Partners, amp, ManvsMachine, Coley Porter Bell, BDG, CBA Design and DeepLocal, spanning brand consulting, identity, sonic branding, motion, experience and governance, supported by data, technology and WPP’s Open Intelligence platform.

New structure focuses on integrated brand capabilities

The redesigned operating model is intended to align growth, client leadership and category expertise across the portfolio, enabling clients to access a broader mix of specialist capabilities in a more coordinated way. WPP said the structure is designed to simplify access to expertise while improving delivery speed and consistency across markets.

Jane Geraghty, Global CEO, WPP Brand & Design and Global CEO, Landor: “Brand is moving back to the centre of business strategy and branding is a top priority for major clients. Our evolved WPP Brand & Design structure strikes a critical balance: the integration of common data, technology, and consulting to intelligently scale the business of branding – enabling us to predict financial outcomes of brand decisions. At the same time, championing specialist design craft, delivering bespoke solutions that deeply connect with human emotion. This means we can collectively deliver branding systems that drive business, move people and influence agentic choice.”

Leadership appointments strengthen growth and client focus

The new structure includes senior leadership changes designed to support growth, client experience and delivery across the network. Emma Beckmann has been appointed Global Chief Growth Officer for WPP Brand & Design, moving from her previous role at Landor, where she spent more than two decades.

Ann Higgins joins as Global Chief Client Officer for WPP Brand & Design and Design Bridge and Partners, bringing experience from Ogilvy Consulting, where she led its EMEA operations.

Emma Beckmann, Global Chief Growth Officer, WPP Brand & Design: “This structure is about bringing together deep expertise across brand, design and experience in a way that’s more connected, more agile and more impactful. It allows us to move more fluidly across capabilities and markets – connecting the right thinking around the client’s problem, rather than asking clients to navigate our structure.”

Ann Higgins, Global Chief Client Officer, WPP Brand & Design: “In today’s era of the algorithm, brands need to be optimized for machines, strategically positioned in fast-changing markets, and crafted for human connection to capture growth. I’m delighted to join WPP Brand & Design to help our clients and teams realize this exciting potential, connecting our deep expertise from brand consulting and strategy to design, experience, and innovation to ultimately deliver growth and brand value.”

Brand strategy shift toward long-term growth

WPP said the restructuring reflects a broader industry shift as companies place greater emphasis on brand as a driver of long-term growth, following a period focused heavily on short-term performance marketing.

Jane Geraghty said the new model is designed to help organisations build clearer differentiation in markets increasingly shaped by automation and algorithmic decision-making.

The company added that the integrated structure aims to connect brand strategy, design and experience more effectively, with a focus on measurable business outcomes and scalable brand systems.

www.wpp.com

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