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WPP PLC is in the process of a statregic overhaul, as it looks to sure up its defences against artificial intelligence. According to three people with knowledge of the company’s plans, WPP will bring its three main marketing businesses under one umbrella, the Financial Times reported on Monday. Shares in the London-based advertising agency have fallen 23% over the past week, as markets have struggled through a bout of AI-related selloffs. WPP shares were up 1.2% to 271.00 pence late Monday morning in London, though the stock remains down 66% over the past year. WPP’s agencies Ogilvy, VML and AKQA will be slotted into a single holding structure called WPP Creative, the FT said, in an effort to integrate services across the company. The three agencies will continue to operate independently under their existing brand names, the FT noted, though plans are subject to change. Selling part of the company has been on the table, but simplifying the business is seen as a preferable alternative, said those close to WPP. The firm lost its spot in the FTSE 100 index at the end of 2025, following a series of profit warnings. Back in October, WPP cut annual guidance, estimating a decline in like-for-like revenue less pass-through costs of between 5.5% and 6.0%, compared with its previous estimate for a decline ranging from 3% to 5%. The firm’s revenue less pass-through costs fell 4.2% in 2024 to £11.36 billion from £11.86 billion, while total revenue dropped 0.7% on-year to £14.74 billion. WPP in January said its ‘strategic review’ had centred on streamlining, broadening the company’s market via technology and ‘harnessing our AI advantage’. The company is due to meet investors and analysts on February 26 to discuss prelimiary results and plans going forward. Copyright 2026 Alliance News Ltd. All Rights Reserved.
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