WPP unveils Elevate28 growth strategy

WPP has outlined a multi-year strategy to simplify its structure, integrate its offer and return to organic growth, backed by £500 million in annualized gross cost savings by 2028.

The plan, titled Elevate28, will see WPP transition from a holding company model to a single integrated company organised around four operating units and four regions, unified by its AI-driven marketing platform, WPP Open.

Restructuring around four core units

Under Elevate28, WPP will deliver AI-enabled services through WPP Media, WPP Creative, WPP Production and WPP Enterprise Solutions, operating across North America, Latin America, EMEA and APAC. The group aims to stabilise performance in 2026, return to organic growth in 2027 and accelerate growth from 2028 onwards.

Cindy Rose OBE, Chief Executive Officer, WPP: "My first six months as CEO have only reinforced my conviction that WPP is an extraordinary company. As our clients navigate uncertainty, AI disruption and macro-volatility, we're looking ahead with a clear and focused mission: to be the trusted growth partner for the world's leading brands in the era of AI. Today we are unveiling a bold plan for a simpler, more integrated WPP. Our intention is to stabilise the business, return to organic growth, create capacity to invest in the future and deliver attractive returns for our shareholders. WPP will become a single company, streamlined into four operating units across four regions, all unified by our pioneering agentic marketing platform, WPP Open. Our recent underperformance has been driven by excessive organisational complexity, a lack of an integrated operating model and inconsistent strategic execution. While disappointing, I see huge potential as these issues are all within our power to fix and we’re already making great progress. We have everything we need to succeed: exceptional talent, world-class capabilities, trusted data and technology solutions and groundbreaking partnerships, as well as the scale and reach to service the most complex multi-national, multi-brand clients in the world. The momentum we are seeing from the decisive action we’ve already taken gives me the confidence that we’re on the right path to creating a WPP that is fit for the future and built to win."

Cost savings and investment priorities

WPP plans to deliver £500 million in annualised gross savings by 2028 through structural simplification, support function consolidation and real estate efficiencies. The company expects around £400 million in cash costs over two years to implement the programme.

Savings will be reinvested in media, commerce, production and enterprise solutions, as well as in WPP Open and go-to-market capabilities. The group also intends to rationalise its portfolio to reduce leverage and strengthen its balance sheet.

Three-phase delivery roadmap

Elevate28 will roll out in three phases. In 2026, WPP will focus on stabilising net new business performance and achieving £250 million in gross run-rate savings by year-end. In 2027, the company aims to embed its revised go-to-market model and return to organic growth. From 2028, WPP targets accelerated organic growth, margin expansion and stronger cash conversion.

Central to the strategy is WPP Open, described as the group’s agentic marketing platform, powered by Open Intelligence. Built on data collaboration technology from InfoSum, the system is designed to enable privacy-first data integration and AI-driven workflows across media, creative, production and enterprise services.

Capital allocation and dividend policy

WPP confirmed it will prioritise maintaining an investment-grade balance sheet, funding organic growth and delivering shareholder returns. Following a 7.5 pence final dividend for 2025, the Board intends to maintain an annual dividend of 15.0 pence per share in 2026.

Through Elevate28, WPP aims to position itself as an integrated, AI-enabled partner to global brands navigating structural change in marketing, technology and consumer behaviour.

www.wpp.com

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