WPP is reportedly exploring the potential sale of its public relations arm Burson, as part of a broader effort to streamline operations and refocus its business strategy.
According to reports, WPP has engaged Goldman Sachs to evaluate strategic options, including a possible divestment. The move comes amid ongoing performance pressures, with Burson reporting a 6% decline in revenue in 2025, impacted in part by reduced discretionary spending from clients, particularly in Europe.
Formed in 2024 through the merger of BCW and Hill & Knowlton, Burson currently employs around 6,000 people globally. A potential sale would further scale back WPP’s presence in the PR sector, following its earlier decision to divest a majority stake in FGS Global.
The review aligns with WPP’s larger transformation agenda under CEO Cindy Rose, who took charge in September. As part of its Elevate28 strategy, the company is aiming to simplify its structure, reduce costs, and return to sustainable growth. This includes identifying up to £500 million in cost savings by 2028 and divesting non-core assets.
WPP has also reorganised its operations into four key divisions-WPP Media, WPP Creative, WPP Production, and WPP Enterprise Solutions-with Burson currently housed under WPP Creative alongside agencies like VML and Ogilvy.
The potential sale signals WPP’s continued shift toward a leaner, more focused business model in a rapidly evolving communications landscape.
