Once upon a time, WPP wasn’t just another advertising company — it was the king of the global ad world. Its client list read like a VIP guest list at an exclusive party: Ford, Coca-Cola, Dove, Mars, and many more. But now, the same company that defined creative excellence for decades is facing its biggest identity crisis yet. The question shaking up the industry is simple: Can WPP make a comeback — or is this the beginning of the end?
From Basketmaker to Advertising Empire
WPP has one of the most fascinating origin stories in business. It began as a small basket-making company in Kent, but in the 1980s, Sir Martin Sorrell transformed it into the world’s most powerful advertising network. It became home to legendary agencies like J. Walter Thompson and Young & Rubicam, creating unforgettable campaigns — from Dove’s Real Beauty to Coca-Cola’s Share a Coke. WPP was once untouchable. But the ad world doesn’t stay still, and WPP now finds itself fighting a battle it didn’t see coming.
Losing Clients and Losing Ground
The real blow came when WPP lost Mars’ $1.7 billion global snacking and petcare business. That single decision sent tremors across the industry. Add to that a profit warning and sinking revenues, and WPP’s shares dropped to their lowest level since the 2008 financial crash. For a company once valued at £25 billion, seeing its market cap shrink to £4 billion has been a bitter pill to swallow. Suddenly, whispers about a potential breakup of the ad giant don’t sound so crazy anymore.
AI: The Game Changer WPP Wasn’t Ready For
WPP poured £300 million a year into AI tools, betting on technology to save the day. Its new platform, WPP Open, lets 70,000 employees create ads faster and cheaper than ever. But here’s the twist — that same AI is threatening thousands of jobs. Junior roles that once required weeks of data crunching can now be replaced by an AI tool in minutes. And while fear is spreading through the lower ranks, older creative veterans are surprisingly adapting fast, teaching themselves how to use AI to stay in the game.
Rivals Are Racing Ahead
While WPP struggles to get back on its feet, its competitors are sprinting ahead. France’s Publicis Groupe has already overtaken WPP as the world’s largest advertising company by revenue. Its share price has soared almost 200% in five years. Meanwhile, Omnicom and IPG in the U.S. are also eating into WPP’s market share. Publicis saw the digital shift early and moved fast. WPP is only now trying to catch up — and the clock is ticking.
Cindy Rose Takes the Wheel
In September 2025, Cindy Rose, a powerhouse executive from Microsoft, stepped into WPP’s top seat. And she didn’t waste a minute. Her first big move? A $400 million partnership with Google to embed cutting-edge AI tools like Gemini and Veo into WPP’s system. Rose is laser-focused on clients, holding non-stop meetings in New York and London to rebuild trust. But the industry knows the truth: she has roughly one year to turn this ship around. If not, the board could push for a breakup.
The Numbers Paint a Tough Picture
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Operating margin plunged from 11.5% to 8.2% in a year.
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Operating profits fell 35% in the first half of 2025.
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Publicis’s margin stands at 18%, double that of WPP.
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WPP Media alone is worth more than the company’s total current enterprise value.
These aren’t just numbers. They’re red flags waving at investors, clients, and competitors. And time isn’t on WPP’s side.
The Comeback Window Is Narrow
Despite the storm clouds, not everyone has written WPP off. Some investors believe the company has finally hit rock bottom — and this might be the moment it fights back. WPP Media, managing over $60 billion in global ad spend, remains a strong pillar. But survival won’t come from nostalgia. It’ll come from bold moves, real transformation, and proving that WPP can still lead the global advertising game in the AI era.
Final Thoughts
WPP’s journey is a wake-up call to every legacy company in the digital age. Yesterday’s glory doesn’t guarantee tomorrow’s relevance. The ad world is changing fast, and AI isn’t waiting for anyone. Cindy Rose has one shot to rewrite WPP’s story — to turn a falling empire into a comeback legend. Whether she succeeds or not will shape the future of the global advertising industry.
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