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WPP launches WPP Production
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The newly launched production offering fuses WPP’s collective production expertise with advanced Gen AI, creativity and multi-year investments in a new studio network.
WPP has announced the launch of WPP Production, a move that unites Hogarth, WPP’s global production company, with WPP’s production capabilities and teams across the network.
“This is a transformative moment for us and, more importantly, for our clients."
This move brings together all of the company's creative producers into a single global platform. The decision looks to bring innovation, scale, creativity and production to WPP’s client roster, helping them reimagine growth in the AI era.
WPP says this step underscores its commitment to leading the industry in production innovation and quality with Richard Glasson, the Global CEO of Hogarth, overseeing WPP Production.
Credits
powered byWPP says that the strategic transformation into WPP Production is driven by four core pillars designed to empower the company’s global clients:
Establishing a unified global team of craft experts: consolidating all content producers into a single, globally-connected production organisation to foster collaboration and expertise.
Integrating agency producers for enhanced innovation: uniting all agency producers into a global team, ensuring creativity, craft and innovation is seamlessly delivered across WPP’s entire client portfolio.
Unlocking next-generation content origination: committing significant investment to talent and technology, leveraging the transformative power of Generative AI, virtual and hybrid production to revolutionise client content pipelines.
Launching the high velocity content studio: an integrated production plus media solution which puts audiences at the heart of content strategy and drives performance through data and real-time optimisation.
“This is a transformative moment for us and, more importantly, for our clients," said Glasson. "Bringing all of WPP’s craft expertise together in WPP Production reinforces our position at the heart of WPP's integrated offering. It allows us to activate the full collective power of WPP – its talent, creativity, technology and data – to redefine content creation. We are focused on delivering smarter, more innovative and world-class storytelling that drives business for our clients.”
"The launch of WPP Production is a cornerstone of our strategic vision to integrate our services, making it easier for clients to access WPP’s full spectrum of capabilities," added Cindy Rose, CEO of WPP. "In a rapidly evolving landscape where content is king, WPP Production will be the powerhouse that enables us to be the trusted growth partner for our clients. This is about delivering exceptional value and setting new benchmarks for the quality and scale of content production worldwide."
WPP Production will consolidate WPP's production resources with a view to fostering greater connectivity and enhanced operational efficiency across all markets. All of WPP Production's teams will operate on a single platform, using WPP Open’s production technology and AI-powered workflows. WPP Production also states it will open a number of studio locations around the world, "ensuring always-on access to state-of-the-art facilities".
"In a rapidly evolving landscape where content is king, WPP Production will be the powerhouse that enables us to be the trusted growth partner for our clients."
The company says that this move "cements its status as the definitive global leader in creative production", and that it will have a workforce of close to 10,000 people, allowing it to deliver "great volumes of high-quality, culturally relevant content across every channel and geography while pushing the boundaries of creative excellence".
With a footprint in over 40 cities, WPP Production says it will continue to champion local expertise and cultural nuance while also ensuring global consistency and excellence.
The transition to WPP Production will take effect on 23 February 2026.
