The advertising giant is pulling out the big guns as it battles to reverse a troubling decline.
WPP has called in McKinsey to help shape its long-awaited strategic review, as the advertising giant faces mounting pressure after two profit warnings in just three months. Under new CEO Cindy Rose, who took the reins in September, the company is preparing a bold reset to tackle falling revenues and a shifting market. McKinsey’s role will be to “facilitate and stress-test” the new plan, with Rose promising to unveil full details of her strategy in early 2026.
Rose described WPP’s recent performance as “unacceptable”, with annual revenues projected to drop between 5.5% and 6%. Her focus areas include simplifying and integrating WPP’s client offer, boosting performance through AI-driven solutions, and strengthening financial discipline. The plan also looks to expand WPP’s reach beyond traditional advertising — venturing deeper into technology and enterprise services.
Industry analysts expect “deep and bold restructuring actions,” as WPP continues to streamline its vast network. The company has already merged major agencies, Wunderman Thompson and VMLY&R, to form VML, and rebranded GroupM as WPP Media. Its workforce has dropped by 7,000 since last year, part of a wider push for efficiency without compromising client service.
Despite the turbulence, there are signs of resilience. WPP recently won Reckitt’s $700 million European media account, showing continued client trust. As Rose steers the company into a new era with McKinsey’s guidance, all eyes are on how this strategic overhaul will redefine one of the world’s biggest names in advertising.
