WPP is set to consolidate its three major creative agencies-Ogilvy, VML, and AKQA-under a single umbrella called WPP Creative, the Financial Times reported. While the individual agency brands will be retained, the move aims to simplify WPP’s client offerings and enable more integrated services across its creative businesses.

The proposed restructuring reflects WPP’s strategic response to evolving industry dynamics, particularly the growing influence of artificial intelligence in advertising. By placing its creative powerhouses under one banner, the group seeks to strengthen collaboration across agencies, streamline workflows, and deliver unified solutions for clients spanning strategy, design, media, and digital experiences.

According to the report, the plans are still in final stages and subject to change, as WPP balances brand heritage with the need for operational efficiency. In parallel, the group is expected to announce increased investment in AI capabilities, with a focus on accelerating internal tool development to compete with technology companies offering rival services in creative automation and data-driven marketing.

Industry observers note that the new structure could position WPP to respond faster to client demands for seamless, integrated campaigns while leveraging the unique strengths of each agency. By combining legacy expertise, innovation, and AI adoption, WPP Creative may become a single point of entry for clients seeking comprehensive creative solutions in a rapidly transforming advertising landscape.

The consolidation highlights WPP’s commitment to remaining competitive amid technological disruption, signaling a bold step toward a future where creativity and AI-driven efficiency coexist.