WPP Sees Shares Rise Amid Turnaround Plan

WPP has seen shares rise by more than 26% after CEO Cindy Rose announced better-than-expected results for Q2 2026. 

The company, which is one of the world's largest marketing and advertising firms, has faced pressure from competitors taking key clients and from broader changes as the industry adopts AI to speed up creative production.

WPP says it expects to raise at least US$269m from sales of non-core businesses, including smaller agencies and stakes in associate companies.

Cindy launched a restructuring plan called Elevate28 a few months after her appointment in late 2025. The plan aims to save US$500m in costs by 2028 and reshape operations.

The firm has already cut 1,200 jobs under the strategy, bringing total layoffs to 9,000 since they began in 2024. More cuts are expected for 2026.

Marketing industry transformation

Cindy took charge of WPP's turnaround to restore investor confidence and drive recovery. She has streamlined business units, reduced headcount and invested in AI technologies.

She joined WPP after nine years at Microsoft, most recently as COO of Global Enterprise. In that role she helped businesses implement AI systems.

"Marketing and advertising is probably being transformed faster than almost any other industry, and I wanted to lead WPP through that shift," Cindy said at the time of her appointment.

Claire Holubowskyj, Senior Research Analyst at Enders Analysis, says the best way to deliver data and media planning 25 years ago was through "increasing specialisation". She notes AI has changed that approach.

"Technology, especially AI, has changed that," Claire says. "Everything needs to be more cohesive, which is why you're seeing so many integrated platforms."

Balancing automation and creativity

WPP's AI investment has raised concerns among some in the creative industry, but Cindy says the firm is finding balance between automation and human input.

"AI automates the ordinary and massively elevates the extraordinary," she says. "To do extraordinary creative work, you need humans."

The company continues reviewing other business areas as part of its turnaround plan. This could lead to selling segments like PR agency Burson or reviewing its stake in Kantar, the market research firm it owns with private equity group Bain.

New business momentum builds

WPP says it expects improving like-for-like growth for the second half of the year. Cindy notes legacy account losses continue to affect performance but Q2 showed further improvement.

"Legacy account losses continue to weigh, Q2 saw a further sequential improvement in LFL growth, highlighting the momentum we are building across the company," Cindy says.

She adds that while turning around WPP's financial performance will take time, new business wins and improved client retention demonstrate progress. The company's cost savings and portfolio actions show it is "building a simpler, more competitive and higher-performing WPP".