WPP has announced a multi-year turnaround strategy after posting a steep decline in profit and revenue for 2025. The restructuring programme, titled Elevate28, is designed to simplify the group’s structure and reignite growth through consolidation and AI-led transformation.
Under the plan, WPP will move away from its traditional holding company model to a more integrated framework organised around four core operating units: WPP Media, WPP Creative, WPP Production and the newly formed WPP Enterprise Solutions, which will focus on AI transformation and technology-driven services. The structure will be powered by WPP Open, the company’s AI-enabled marketing platform.
Chief executive Cindy Rose said the roadmap aims to stabilise performance in 2026, restore organic growth by 2027 and accelerate expansion from 2028 onwards.
For 2025, WPP reported revenue of £13.55 billion, marking an 8.1% decline from £14.74 billion the previous year. Operating profit dropped 71.2% to £382 million, compared with £1.33 billion in 2024. The results were weighed down by £641 million in goodwill impairment charges, £114 million in property write-downs and restructuring costs linked to the ongoing transformation.
As part of Elevate28, WPP is targeting £500 million in annualised cost savings by 2028 through operational efficiencies and portfolio rationalisation. The group expects restructuring-related cash costs of approximately £400 million over the next two years as it implements the changes aimed at restoring competitiveness and long-term profitability.
