LONDON (Feb 26, 2026) — Marking a bold departure from its traditional holding company model, WPP has announced ‘Elevate28’, a multi-year transformation plan designed to simplify the organization and establish it as a premier AI-led growth partner.
The ‘Elevate28’ Blueprint
WPP CEO Cindy Rose, who took the helm in September 2025, outlined a three-phase roadmap to restore the firm’s competitive edge:
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Phase 1: Stabilize (2026): Focus on portfolio rationalization and cost-saving initiatives.
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Phase 2: Build (2027): Embedding a new integrated operating model and targeting a return to organic growth.
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Phase 3: Accelerate (2028+): Achieving margin expansion and high-quality growth as a unified, AI-enabled business.
A Unified Operating Model
Moving away from a complex web of independent agencies, WPP will transition into a single company organized into four core operating units across four global regions:
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WPP Media
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WPP Creative
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WPP Production
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WPP Enterprise Solutions
The entire organization will be unified by WPP Open, an agentic marketing platform that integrates data and AI across all service lines.
Regional Spotlight: India’s Outperformance
While the global group reported an 8.1% revenue decline for FY2025, India emerged as a standout market:
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Growth: Revenue in India grew by 3.8% overall, with a sharp 8.6% jump in Q4 2025.
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Market Outlook: WPP Media’s ‘This Year Next Year’ report predicts India’s ad revenue will grow by 9.7% in 2026, hitting the ₹2 lakh crore milestone for the first time.
Why it Matters
Rose acknowledged that “excessive organizational complexity” had hindered past performance. By targeting £500 million in annual savings by 2028, WPP aims to reinvest in its technology stack—specifically through its expanded partnership with Adobe—to help global brands navigate “macro-volatility and AI disruption.”
