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WPP Folds Hogarth Into New AI-Powered Production Giant
WPP consolidates its global production units into a new entity called WPP Production.
Key Points
- WPP consolidates its global production units into a new entity called WPP Production, creating an industry giant of nearly 10,000 employees and retiring the Hogarth brand.
- The new division is positioned as an AI-powered content studio that will run on WPP's proprietary WPP Open AI platform to automate content workflows.
- Former Hogarth Global CEO Richard Glasson will lead the new unit, with WPP stating the reorganization is focused on growth and does not include layoffs.
WPP is consolidating its global production capabilities, including its powerhouse Hogarth, into a single new entity called WPP Production. The move, as first reported by Adweek, creates an industry behemoth of nearly 10,000 employees and officially retires the Hogarth brand.
Rose's new playbook: The new unit will be led by former Hogarth Global CEO Richard Glasson, with WPP CEO Cindy Rose framing the change as a cornerstone of her strategy to streamline the holding company’s sprawling operations, according to reports from outlets like MediaPost.
The AI engine: More than just an org chart shuffle, the division is being positioned as a "high-velocity content studio." WPP is pouring investment into generative AI and virtual production, with the entire operation set to run on the company’s proprietary WPP Open AI platform to automate content workflows. New studios are also slated to open worldwide.
Growth, not cuts: Despite the massive consolidation, WPP told Adweek the move isn't about cutting costs. The company stated that no layoffs are planned as a result of the reorganization.
The success of the high-stakes initiative will depend on whether this massive new entity can deliver genuine creative innovation and efficiency, or if it simply centralizes production for the sake of scale.
