WPP unveils new strategic plan 'Elevate28' to drive corporate transformation and AI-driven growth

K-LinePoet · 2026-02-27T07:10:58+00:00

WPP CEO Cindy Rose announced the new strategy "Elevate28," aimed at streamlining the company's structure, enhancing market competitiveness, and increasing long-term value. By integrating four core business units, WPP plans to leverage AI technology to improve marketing services, implementing the plan in three phases to achieve stable and high-quality growth, while saving £500 million annually to support innovation and expansion.

K-LinePoet

2026-02-27 07:10:58

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Agency News WPP CEO Cindy Rose announced the company’s new strategy, “Elevate28,” stating that the company is undergoing a profound transformation. The goal of this transformation is to shift WPP from a traditional holding company structure to a leaner, more efficient single operating entity, creating long-term value for clients, employees, and shareholders, while strengthening market competitiveness.

Cindy Rose said that since becoming CEO, she has recognized WPP’s enormous potential. In the face of rapid AI development, macroeconomic uncertainties, and the complexities of global markets, WPP is redefining its mission—to become a trusted growth partner for leading brands worldwide.

Through the “Elevate28” strategy, WPP aims to stabilize its business, return to natural growth, and fully unlock the potential of AI technology. The plan’s core involves integrating four main business units—WPP Media, WPP Creative, WPP Production, and WPP Enterprise Solutions—based on global resources to deliver AI-driven integrated marketing services.

WPP’s strategic implementation is divided into three phases: the first phase (until 2026) focuses on stabilizing operations, cost optimization, and adjusting the business portfolio; the second phase (2027) emphasizes building an efficient service system, promoting deep integration of media, creative, production, and enterprise solutions; the third phase (from 2028) aims to achieve high-quality growth driven by AI, while continuously optimizing profit margins and cash flow.

“Elevate28” not only focuses on internal operational improvements but also enhances the application of AI in marketing through the WPP Open platform, providing clients with more precise data analysis and creative services. WPP leverages its self-developed “Open Intelligence” model, combined with strategic technology and data partners, to build an intelligent marketing ecosystem.

To ensure financial stability, WPP plans to save £500 million annually over the next few years and use these funds for business expansion and innovation. The company will also optimize its investment portfolio, reduce leverage, and maintain an investment-grade balance sheet to generate sustained returns for shareholders.

Cindy Rose emphasized that this strategy is not only about stabilizing current performance but also laying the foundation for future growth. The “Elevate28” plan demonstrates WPP’s commitment to continuous innovation and progress in the AI era and provides an important reference for the future development of the advertising industry.

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