WPP has introduced Agent Hub on its AI-powered marketing platform, WPP Open, marking a major step in embedding artificial intelligence deeper into its creative and strategic workflows. The new offering launches with a curated suite of “Super Agents,” designed to give both clients and WPP’s 100,000-strong global workforce access to proven, WPP-verified intelligence at scale.

Agent Hub’s initial Super Agents draw directly from the company’s decades of expertise. The Brand Analytics Agent provides on-demand access to nearly 30 years of insights from WPP’s proprietary Brand Asset Valuator database, the world’s largest and longest-running study of brand equity, helping teams sharpen brand strategy and creative development. The Behavioural Science Agent mirrors the thinking of a behavioural scientist, applying frameworks from Ogilvy’s acclaimed practice to better decode human motivation and translate it into actionable strategies.

Complementing these is the Analogies Agent, which acts as a strategic muse by sourcing inspiration and parallels from different industries, encouraging cross-sector thinking and innovative problem-solving. Rounding out the lineup is Creative Brain, an ideation partner that taps into 150 years of WPP’s creative intelligence to spark non-obvious connections and lateral ideas.

Agent Hub builds on WPP’s bottom-up innovation model. Since the launch of WPP Open, teams across agencies have used no-code tools to create thousands of bespoke AI agents to boost productivity and creativity. The Super Agents represent the strongest of these grassroots innovations, now scaled for company-wide use.

According to WPP leadership, Agent Hub is about amplifying human brilliance with AI, enabling outcome-driven client models and democratizing innovation across the organization, while ensuring every solution remains grounded in real human insight and expertise.