WPP is one of the world's largest marketing services companies, helping global brands build awareness, reach consumers, and drive sales through advertising, media buying, public relations, and related services. WPP's clients are primarily large multinationals — consumer packaged goods companies, automakers, tech companies, and financial services firms — and WPP serves them through a portfolio of agency brands including Ogilvy, VML, WPP Media (formerly GroupM), AKQA, Burson, Hogarth, and Landor. WPP earns revenue primarily through retainer fees for ongoing brand management, project-based fees for discrete campaigns, and media commissions tied to the volume of client ad spend it manages. Retainer fees are relatively stable, while project-based fees are discretionary and tend to be cut quickly in uncertain environments. WPP Media, its global media buying network, is its largest business unit. In early 2026, new CEO Cindy Rose launched the "Elevate28" plan, which aims to restructure WPP from a holding company with hundreds of stand-alone agencies into a single company with four operating units — WPP Media, WPP Production, WPP Enterprise Solutions, and WPP Creative — across four regions. Key strategic bets include WPP Open, a proprietary AI-powered platform integrating media, creative, and production workflows, and an enterprise transformation business targeting consulting, CRM, and commerce services. WPP is also targeting £500M in gross annualized cost savings by 2028 through restructuring and simplification.