WPP Media Reports First Growth in Two Years Amid Turnaround
Sequential quarterly improvements signal that WPP's Elevate28 strategy is gaining traction despite creative sector declines.
1Sequential Recovery Progress
WPP reported a 0.5% organic revenue growth in Q3, marking a significant shift from the 6.7% decline seen in Q1. Executives attribute this performance to the Elevate28 turnaround plan, which aims for sustained positive growth by 2027. The company successfully maintained its full-year 2026 guidance despite ongoing volatility in specific creative segments.
2Media Segment Turnaround
The media segment achieved growth for the first time in two years, rising 0.3% during the third quarter. This recovery was largely driven by strong contributions from the U.S. market. After experiencing declines of 8.3% and 2.8% in the first two quarters of 2026, this segment now serves as a primary recovery engine.
3Strategic Client Retention
WPP retained global media duties for The Coca-Cola Company following a competitive review process. Notably, the firm chose not to pitch for the North American account to focus resources on existing deliverables. CEO Cindy Rose described this as a calculated judgment call to prioritize current client stability over high-cost, resource-intensive new business pitches.
4Expanding DoorDash Partnership
DoorDash appointed WPP as its first global media partner in September, expanding a relationship that has spanned eight years. The remit now covers over 40 markets globally. This partnership could provide further advertising tailwinds, particularly given DoorDash’s recent $17 billion acquisition plans for the grocery delivery platform Instacart, enhancing WPP's service scope.
5Creative Sector Challenges
While media grew, the creative arm deteriorated further, declining 5.1% year over year compared to a 3.5% drop in Q2. This slide is attributed to polarization across client verticals and a slower ramp-up in new business. The firm is currently navigating these headwinds while managing significant leadership transitions within its creative divisions.
6Leadership and Structural Shifts
WPP Creative is undergoing major leadership changes to address performance gaps. Jon Cook is departing VML after more than thirty years of service. Simultaneously, Tyler Turnbull, formerly of Omnicom’s McCann, has joined as the new global CEO of WPP Creative, signaling a strategic effort to stabilize and revitalize the firm's creative output.
7Industry Pitching Dynamics
CEO Cindy Rose addressed the industry trend of bypassing traditional pitch processes, noting the increasing cost and burden of such procedures. She emphasized that high-stakes decisions require careful due diligence rather than shortcuts. WPP remains focused on ensuring clients fully understand the material business consequences of their agency selection and procurement decisions.
8Future Outlook and Stability
WPP’s mixed Q3 results highlight the uneven nature of its recovery across different service lines. With production growing 2.5% and media finally turning positive, the firm is banking on the Elevate28 plan to bridge remaining gaps. Success will depend on balancing creative stabilization with the continued expansion of high-growth global media partnerships.
Original article: Marketing Dive — WPP Media Reports First Growth in Two Years Amid Turnaround