WPP - H2 2025 & Strategy update

Transcript

Joanne Wilson (CFO)

Good morning, everyone. Good morning. Warm welcome to our 2025 preliminary results and strategy update. By the way, that's our new brand refresh. I hope you like it, created by Landor, amp and ManvsMachine, WPP agencies, all powered by WPP Open. Look, I'm delighted to welcome you all here to One Southwark Bridge, to our campus here in London, which in many ways is symbolic of the future of WPP. It's modern, it's adaptive, it's collaborative workspace for our talent, our clients, and our partners. The plan this morning is I'm going to start with some opening remarks. I'm going to hand over to Joanne Wilson, our chief financial officer, to share our 2025 preliminary results. I'll share our strategy update. We'll open up to Q&A.

Before we start, I'd like to recommend that you take a moment to read this cautionary statement while I get out of your way.

Cindy Gallop (CEO)

Have you all memorized that? Okay, good. Joanne and I will be joined on stage later by Brian Lesser, who's CEO of WPP Media, when we get to the media section of the presentation, and most of my senior management team are here in the audience as well. Let me start by saying that WPP is an extraordinary company. We are built on agency brands with remarkable histories, going all the way back to the 1800s. Some are still well-known today, others have evolved into new parts of WPP. Together, they have roots in creating iconic work that moves people and shapes culture.

We serve some of the biggest, most demanding clients in the world, and we steward and grow some of the most well-known brands on the planet, several of whom you'll hear from and see referenced throughout today's presentation. Our business model is actually very simple: we exist to make our clients successful. We help our clients build brands that matter, drive meaningful engagement with their consumers, and drive outcomes for their business. It drives growth for them and growth for us. However, it's really clear that what has made us successful in the past will not make us successful in the future. As you can see from the numbers that we released this morning, our performance is not where it needs to be.

Of course, there are externalities we can point to, market volatility, economic headwinds, really the results point to the need for us to embrace a single, unified growth strategy to execute with increased rigor and evolve as the needs of our clients evolve. After several s on the WPP board of directors, I took this role with a clear thesis in mind as to what we need to do differently. We've spent the past six months as a team validating this thesis through rigorous analysis and by speaking directly to our clients and actively listening to their feedback. The good news is, we haven't been waiting for today's presentation to take action. We've already made several decisive changes, and you can see the positive results in our recent new business success.

In the Q4 of 2025, WPP was number one in JP Morgan's net new business rankings for the first time since 2020, with a series of excellent client wins across media, creative, and our integrated offer. These include being appointed the U.K. government's lead media agency, Reckitt and Henkel Media in Europe, Kenvue and Haleon Creative globally, TruGreen Media in the U.S., Norwegian Cruise Line Global Media, Suncorp Media, just to name a few. I'm delighted to say we've maintained this strong momentum into 2026, winning Jaguar Land Rover, Global Media, and Integrated Services. In fact, the impact from new business wins in 2026 already exceeds the impact of new business wins for all of 2025 combined, and it's only February.

While the turnaround of our business will take time, our momentum is undeniable, and these wins give me huge confidence that we are firmly on the right path. My team is united, committed, and hungry to win. Today's session is the culmination of months of detailed work by our team. We have a bold plan to make WPP a simpler, more integrated company, one that's fit for the future, relentlessly focused on growth and brilliant execution. Personally, I'm very excited to be here at a time of such revolutionary change, and I feel quite privileged to lead WPP as we play a defining role in shaping the future. I'll come back shortly and talk about our view on the evolving landscape and our growth plan for the new WPP, which we're calling Elevate28.

First, I'm going to hand over to Joanne to take you through our 2025 results. Joanne?

Joanne Wilson (CFO)

Thank you, Cindy, good morning, everybody, can I add my warm welcome to you here today. Let me start by taking you through the main financial headlines for 2025. Our like-for-like revenue, less pass-through costs, fell 5.4% for the full year due to client assignment losses and spending cuts. This is slightly better than our most recent guidance for a decline of 5.5%-6%. It reflects a Q4 like-for-like decline of 6.9%. That's a deterioration from the Q3 decline of 5.9%. In the context of the weaker top line, we delivered a headline operating margin of 13%, in line with our expectations, and down 180 basis points year-on-year on a like-for-like basis.

Our fully diluted EPS was 63.2 pence, a decrease of 28.4% year-over-year, with the impact of reduced headline operating margin and a higher headline effective tax rate, partially offset by lower net finance costs and non-controlling interests. Turning to cash flow, our adjusted operating cash flow before working capital was GBP 1.2 billion, down from GBP 1.3 billion in 2024, and at the top of our most recent guidance range, and includes GBP 82 million of cash restructuring charges. On my next slide, I provided some color on our net sales performance, both for the Q4 and across the full year. Please note that we have included more detail in the appendix to this deck.

You have some of the detail here on trends by business, by region, and by client sector, but I thought it would be more useful to unpack some of those trends by theme to help give a sense of what is WPP specific and what is more market driven. When we consider what is WPP specific, the major negative impacts to call out, both for the full year and for the Q4, is the impact of gross client losses, which deteriorated through the year. This is driven by the impact of incremental losses in year in 2025, and by segment, this particularly weighed on media, by geography in the U.S. and the U.K., and by client sector on CPG and TME.

Against this, we had the positive impact of new business wins from 2024 and 2025, which indeed contributed progressively through the year. The aggregate level of in-year wins, however, was lower than we initially expected and significantly below what we had experienced over the past number of years. This was in part because of a lower win rate, but in the main, it was because of a lower level of aggregate new business activity. Industry estimates of the global pitch activity was down double-digit in the year.

While we saw an encouraging new business performance in the Q4 with the wins of Reckitt, Henkel, the U.K. government, Pizza Hut, NCL and JLR, the impact on our like-for-like performance is expected to take time to ramp up. We expect the overall net new business headwind to sustain into the first half of 2026.

The final theme to call out is spend by existing clients. We characterize the year as one of more cautious spending from clients with a higher degree of volatility than we would typically expect to see. The impact was seen most strongly across the CPG, auto, and the tech and digital services sectors. While many of our businesses were impacted, it weighed most heavily on Ogilvy. The waterfall chart in this next slide bridges our headline operating margin from 15% in 2024 to 13% in 2025, a 1.8 percentage point deterioration on a like-for-like basis. There are a number of moving parts, starting with staff costs, excluding our severance and incentives on the left.

These reduced by GBP 576 million on the back of lower permanent headcount, which ended the year down 8.7%, and reduced use of freelancers, which was down 14% year on year. Due to that lower revenue, this resulted in a 180 basis points drag on our margin. This is amplified by the impact of increased severance and other associated costs, which was up GBP 89 million in the year, taking a further 100 basis points off margin. We did increase investment levels in WPP Open, in AI and data, and this is more than funded by a reduction in back office costs, leading to a net reduction in tech spend and other costs of GBP 128 million. With the impact from those lower revenues, this translated into a 60 basis point drag on margin.

These drags on margin were offset by a 50% reduction in staff incentive payments to GBP 182 million, providing a margin cushion of 140 basis points, which is equivalent to 120 basis points like-for-like, if we exclude FGS. Taken together, this resulted on that net margin move of 200 basis points on a reported basis and 180 basis points on a like-for-like basis, which includes 20% of the impact from the disposal of FGS and from FX. Moving to my next slide, we show our headline income statement. Overall, reported revenue less pass-through costs was GBP 10.2 billion, a decrease of 10.4% year-on-year on a reported basis.

Our headline operating profit was GBP 1.3 billion, which was down 22.6% year-on-year on a reported basis and is consistent with that 13% operating profit margin. Our net finance costs of GBP 274 million was slightly down year-on-year on lower average net debt and lower interest rates. Our effective tax rate increased to 32%, given that lower profit base and the impact of nondeductible fixed elements. By contrast, non-controlling interest of GBP 43 million was down year-on-year, partially driven by disposals. Our headline diluted EPS, as I said, was 63.2 pence and down 28.4% on a reported basis. The board has recommended a final dividend of seven and a half pence, giving a total dividend of 15 pence for 2025.

While this is a reduction year-on-year, it represents a stable dividend from the first half. It underlines our commitment to maintaining shareholder returns. We include a full reconciliation between our headline and our reported financials in the appendix. The main items I would call out are the impact of restructuring programs, as well as further goodwill impairments of GBP 641 million, which primarily relate to our integrated creative agencies and property impairments of GBP 114 million, both of which are non-cash in nature. This next slide bridges the year-on-year movement in net debt, which ended 2025 at GBP 2.2 billion, versus GBP 1.7 billion in 2024.

Our adjusted operating cash flow before working capital was GBP 1.2 billion and reflects a lower level of cash profit, partially offset by a lower level of CapEx and a year-on-year decrease in cash restructuring costs, which came in at GBP 82 million. Our working capital saw an outflow of GBP 334 million, primarily driven by the temporary impact of reduced staff incentives, adverse FX movements, and business mix. Within this, our trade working capital, excluding the impact from FX, was broadly flat year-on-year. We remain disciplined on our working capital management and saw an improvement in underlying operating metrics year-on-year, including reduced overdues. We saw an outflow of GBP 17 million from earn-outs of GBP 65 million on the net impact of dividends to minorities and from associates.

Earn-outs have decreased year-on-year and are expected to continue to progressively fall in 2026. Our net interest and tax contributed to a total adjusted free cash flow of GBP 202 million, note that the tax payment includes GBP 43 million of one-off taxes related to the disposal of FGS Global. Turning to the uses of cash, M&A spend was GBP 147 million, largely related to the acquisition of InfoSum, while cash dividends amounted to GBP 343 million. Adding in the impact of buybacks of GBP 97 million to offset the dilution from incentives and other factors, including FX, our spot net debt was GBP 2.2 billion, up GBP 500 million year-on-year. My next slide provides more detail on our overall net debt and our leverage profile.

As we've already said, we think it's more prudent to look at average adjusted net debt through the year rather than the year-end level, which typically benefits from a favorable working capital position. Our average adjusted net debt was slightly down year-on-year at GBP 3.4 billion, compared to GBP 3.5 billion in 2024. Given that lower headline EBITDA, the average adjusted net debt to headline EBITDA ratio for 2025 was 2.2 times, which was up from 1.8 times in 2024. While our average leverage ratio has increased, our maturity profile stands at five point eight years, and the average coupon on our net debt is 3.5%.

We, of course, also completed a successful EUR 1 billion bond issue in December 2025, which more than covers our EUR 650 million bond maturity in September 2026. We have no covenants. As of December 2025, we had GBP 4.4 billion of liquidity, including an undrawn committed RCF of two and a half billion dollars, which does not mature until 2031. Furthermore, I'm very pleased to share that today, Fitch Ratings has assigned WPP a BBB rating with a stable outlook, reinforcing our investment-grade balance sheet. On my final slide for now, I have shared guidance for 2026 across key financial metrics. Now, we will talk about the impact of our strategy update later this morning, but for 2026, we're setting the following parameters in terms of our headline guidance.

Our like-for-like net revenue growth is the most important metric for judging our business, but it is a lagging indicator, with account losses continuing to drag for around 12 months after they first start to impact. Meanwhile, new account wins take time to bed in and move toward a steady state. For the year as a whole, we estimate the growth like client losses will represent a 500-600 basis point drag, an increase from the 300-400 basis points in 2025. At the same time, the positive impact on like-to-like from gross client wins in 2026 already exceeds that for the full year 2025.

While it is still early in the year to indicate the impact of new business on the full year, we do expect it to be a more significant drag in the first half in 2025. We are encouraged by the new business performance in the Q4 and the performance year to date and the nature of the pipeline. As a result, we anticipate a progressively improving impact from net new business through the course of the year. Reflecting all of this, we are guiding to like-for-like revenue, less pass-through costs down mid-to-high single digits % in the first half of 2026, with an improving trajectory in the second half. We also anticipate that the Q1 will see the weakest like-for-like for the year. On profit, there are a number of moving parts that will impact our headline operating margin.

On the positive side, we will benefit from the annualized impact of cost actions, which were taken in 2025, alongside a part-year benefit from the cost initiatives we are implementing as part of our new strategy. We also expect a lower impact from headline severance costs. Against this, we will continue to invest in WPP Open, in AI, and in data, as well as our growth drivers, and also expect to rebuild our incentive tools. Cindy and I will share greater detail on both the growth drivers and the cost initiatives as part of our strategy update. Taking all of that into account, we anticipate headline operating profit margin in the range 12%-13%.

Turning to cash flow, we continue to focus on adjusted operating cash flow before working capital as the most important metric, reflecting the potential for volatility in the year-end working capital position. Including both the anticipated costs associated with historical plans, as well as the restructuring costs linked to the Elevate28 plan, we anticipate adjusted operating cash flow before working capital of GBP 800 million-GBP 900 million. This includes total anticipated cash restructuring charges of around GBP 250 million, of which around GBP 190 million are associated with the Elevate28 plan. Excluding these charges, we would anticipate adjusted operating cash flow before working capital of GBP 1 billion-GBP 1.1 billion.

Finally, in terms of leverage, given the expectation of a further moderation in headline EBITDA, we would anticipate our average leverage metrics to move up further in 2026. We do, however, expect average net debt to remain broadly stable, and we note that any proceeds from asset disposals during the year will be used to strengthen our balance sheet, providing a greater degree of financial flexibility. You will find more detail on other modeling assumptions for 2026 in our preliminary results press release. That is it from me for now, and I will hand back to Cindy, who I know is very keen to share our strategic update.

Cindy Gallop (CEO)

Thank you, Joanne. Thank you. The first thing I want to say to you is that I fully recognize that recent years have been disappointing from a shareholder perspective. I acknowledge our performance on core metrics like net sales margin, free cash flow, it's disappointing. No one is more determined to turn that around than I am.

As I said in my opening remarks, I took this role with a clear thesis as to what we needed to do differently. We've spent the past six months as a team, really validating that thesis with rigorous analysis and by actively listening to feedback from our clients. There are plenty of reasons for optimism, and I'm going to get to those in a moment, but first, I thought it just appropriate to share with you some of the feedback that we have received from clients.

It's clear and consistent, and not only supports my thesis, but provides us with an excellent blueprint for what we need to do differently going forward. Clients pointed to the fact that our complexity got in the way of true client obsession. We were siloed. We were hard to navigate. We haven't been intentional enough about evolving our integrated proposition to adapt to the changing needs of our clients. It's taken us too long to land our data proposition, and our media business has suffered as a result.

The good news, from my perspective, is that all of these issues are fixable, and as I said, we've already started to do so. While it's true that our performance hasn't been where we want it to be, it's also true that WPP is full of potential and has all the ingredients that we need to win.

We have incredibly talented, hardworking people with deep domain expertise, who do amazing things for our clients, for some of the most demanding clients in the world, I might add, every single day. We have world-class capabilities that span the entire marketing workflow, from media to commerce, creative PR, production, digital experiences, software engineering, data, AI, and more. We've made really smart investments over the years in technology that have now enabled us to build WPP Open into a powerful, future-facing agentic marketing platform, giving us a real competitive advantage. We have a presence in over 100 countries around the world, which means we can serve the most complex multinational, multi-client brands in the world. We have a scaled media offer and partnerships with every relevant player in the ecosystem.

Maybe most importantly of all, we have an ambitious, competitive, high-energy team that is ready to embrace change and hungry to win. Notwithstanding the challenges, which are clear, I stand here with immense optimism because we're at a really pivotal moment in WPP's journey. We're not just adapting to change. We're actively shaping the future. We are building a WPP that is more agile, more connected, more powerful than ever before. A WPP that is simpler to work with, fit for the future, and built to win. A WPP that is obsessed with the client, the success of our clients, and as a result, that drives better returns for our shareholders. Our strategy starts with a new mission: to be the trusted partner for the world's leading brands in the era of AI.

Valued for combining cutting-edge media intelligence, trusted data solutions, world-class creativity, next-generation production, and transformative enterprise solutions to help our clients navigate change, capture growth, and capture opportunity. There's four key objectives of our strategy, we're going to unpack these in some detail. Just to summarize, our objectives are to drive superior growth for our clients, to become a simpler, more integrated company, to leverage our agentic marketing platform, WPP Open, for competitive advantage, and to create firm financial foundations for the future.

As I said earlier, this is going to take time, we've already made a promising start. To support our growth strategy, we've built a very detailed execution plan that broadly spans these three distinct phases. Our immediate priority is to stabilize the business, make the structural changes needed, strengthen our execution, win and retain clients to sustain our current market momentum.

The next phase is about building on these foundations and returning the company to growth sometime during 2027. The III Phase will be about accelerating our growth, so we can capture our fair share of the market from 2028 and beyond. Just to summarize what you can expect from this plan in terms of outcomes, you can expect the stabilization of our performance in the near term, a return to growth sometime in 2027, gross cost savings of GBP 500 million over three years, a reallocation of investment against our key growth priorities, and a more focused portfolio, an investment-grade balance sheet, as Joanne said, and greater financial flexibility. That's the basic framework, the timeline of our growth strategy, and what you can expect in terms of outcomes.

We're going to unpack all of this in more detail. Before we do, I would like to step back, if I may, and just do a bit of scene setting to offer some perspective on how we see the world changing, the needs of our clients evolving, and the opportunity of AI. For some time now, we've known that our industry is experiencing dramatic transformation. With the rapid diffusion of AI, we're not just seeing incremental shifts in consumer behavior, like, this is a complete metamorphosis of the commercial ecosystem. Brands are now discovered in AI-driven conversational search. All the old barriers that protected established brands are gone. Creators and influencers have reshaped consumer preference and can launch brands in an instant. Media is everywhere. It's in everything. It's no longer episodic and campaign-driven.

It's continuous, always on, a stream where social, search, and physical spaces all blend together. Commerce is the new organizing principle. Every action, every interaction is shoppable, and we're rapidly shifting to agentic commerce, where AI agents do the shopping on our behalf. Trust is scarce, right? It must be earned every day. In this world of synthetic content and deepfakes, brands need to balance hyper-personalization with personal privacy. As the world is flooded with AI-generated content, the demand for verifiable human creativity, craft, empathy, taste, is increasing as key brand differentiators. These changing dynamics are not fleeting trends. The acceleration of AI is unstoppable, and as I said, it's driving a complete metamorphosis of the commercial ecosystem. This is the reality our clients are navigating every day.

The fragmentation, the complexity, the pace of change is dizzying for our clients. The paths to growth are much harder to find. It's never been more urgent to build compelling, trusted brands that endure for generations and provide competitive advantage and long-term enterprise value. To cut through this noise and find new growth audiences in this environment, brands need to embrace new strategies grounded in deep data insights, real-time signals, and an AI that acts on these signals at the speed of light. In this perpetually changing environment, clients don't need more traditional marketing agencies. What they need is a new playbook for growth and a trusted partner who can help them build it and operationalize it.

A partner that operates as an intelligent orchestration layer across creativity, media, commerce, data, and tech, who fuses technical expertise with breakthrough creative thinking into one cohesive approach to modern brand building. At WPP, we work with some of the most consequential brands and clients on the planet: Coca-Cola, Unilever, Nestlé, Kenvue,, so many more. We know how to navigate disruption. We know how to find signal in noise and help clients build new paths to growth.

Now, for many clients, this new playbook for growth means real transformation at every level. I spent the last decade delivering large-scale technology transformation to enterprise clients around the world, and I can tell you, it's not easy. Clients need to have AI-ready data foundations and agentic tool and governance in place. They need to be trained in skills. Processes need to be reimagined.

There's really no shortcut when it comes to AI transformation. Every client I meet is going through it, and they all need our help. For WPP to seize this opportunity, we need to evolve from being a collection of traditional marketing agencies to being a trusted partner for growth and transformation, helping our clients build modern marketing capabilities and move boldly and confidently into the future. A wonderful example of this kind of partnership in action is The Coca-Cola Company. Let's hear from Manolo.

Speaker 18

In the last four years, I would define the role that WPP has played for The Coca-Cola Company as transformational, helping us to move from a fragmented model into a connected system that drives measurable business outcomes, both across brands and markets. Through the WPP OpenX partnership, we've managed to connect creativity and media, underpinned by a common backbone of data, tech, and AI, together into one single connected system. This integration allow us to move faster, the scale that works, and be much more relevant to consumers across brands, categories, and markets.

Cindy Gallop (CEO)

Before we dive into the details of our growth strategy, I did want to spend a minute or two on AI, because I know there's, like, a lot of conversation at the moment in the market about whether AI is value destructive or value accretive for our industry. I get it. I understand the uncertainty. It is much easier to focus on the risks and much harder to see the opportunities. My view is absolutely clear: AI is a net positive for the global economy, for our industry, and for WPP. Of course, it brings risk and challenge, but the opportunities are really game-changing. You know, you can look at every technology revolution in human history, and I won't...

I'm not about to give a history lesson. You can look at every one of them, from the printing press to the steam engine, electricity, internet, mobile phones. I think Goldman Sachs' recent research said AI could raise global GDP by 7% over the next 10 years. Like, we're talking about adding trillions of dollars to the global economy. Of course, productivity improvements will be one of the key drivers of economic growth. While cost savings have clearly dominated the narrative, this is not the full story. AI makes new innovation possible, new business models, new revenue streams, new paths to growth. We are already seeing this in the work that we're doing with our clients. I'll give you a couple of examples.

We recently did a piece of work for Unilever and the Vaseline brand, where we developed a virtual beauty clinic, that personalized experience, including an AI-powered body skin check tool right on the mobile phone. This AI-driven approach significantly boosted Vaseline sales, achieving an impressive 48% sales uplift and 40 basis point increase in market share. In another recent example, we worked with Dell to redesign dell.com for Generative Engine Optimization to make their website more discoverable in AI search. We used WPP Open to reverse engineer how AI systems retrieve information so that we could transform Dell's website into an LLM native format. The results were incredible. Referral traffic from LLMs grew over 100%. ChatGPT became Dell's number one global referral domain. Dell delivered tens of billions of dollars in incremental AI-driven revenue last year as a result.

These examples illustrate that the efficiencies AI creates unlocks human capacity, that capacity can be reinvested into more value-generating activity. Think about it. Creative talent can develop innovative ideas faster and test more variations and respond to more client briefs. Media strategists can find new growth audiences and deliver better campaign results. Our Global Client Leaders, some of whom are in the room today, can spend less time on admin and more time serving our clients.

My point is, we need to take a balanced view that looks at both cost savings and value creation, because that's how you ultimately unlock the full value of AI. I've seen firsthand that the winners in the era of AI are the organizations that move beyond experimentation and really learn to operationally operationalize AI at scale and use it as a force multiplier for growth.

I've also seen that large-scale technology transformations succeed or fail because of people and their willingness to embrace change and learn at pace. I really love this idea that was popularized by the influential futurist, Alvin Toffler: "The future belongs to those who can learn, unlearn, and relearn." I think it summarizes nicely what our industry needs to do. It's not enough anymore to be AI literate or even AI proficient. Our industry needs to become AI native. AI natives instinctively see AI-first ways to solve problems. They don't just use AI as a tool, but more like a cognitive partner. This is an industry that for decades has learned, unlearned, and relearned from all the way back from, mass market broadcast to the dawn of digital marketing and now agentic automation and predictive marketing.

Our industry has successfully evolved the commercial model throughout all of that change, while delivering consistent growth, margin expansion, and cash generation and returns to shareholders. Undoubtedly, the future's gonna look very different, more complex, more fragmented, and the pace of technology change will continue to accelerate. Far from being an existential threat, I see opportunity, like every client is on an AI transformation journey, and our opportunity is to evolve from traditional marketing agencies to trusted growth and transformation partners to our clients.

I just want to say, when you consider what this means for our business model, it's hard not to get excited. When you're a trusted growth partner, that implies a much wider scope of integrated services than we see today in a fragmented, project-based agency world. Clients are increasingly buying integrated services across the full spectrum of marketing capabilities.

This represents an expanded share of wallet growth opportunity for WPP. I see this trend continuing because clients want to optimize their total marketing investment. The best way to do this is to work on an end-to-end agentic platform fueled by a common data model, so that you can see exactly what's working and what isn't, and optimize your marketing investment in real time.

That is, by the way, exactly the use case that WPP Open is built to deliver. Let me give you an example. We had a U.S.-based retail client recently come to us, seeking to optimize their full marketing investment to accelerate their growth. Gain Theory, a WPP company, for effectiveness. It's an effectiveness and foresight consultancy. They used WPP Open's agentic capabilities to rebalance this client's investment. It resulted in a $300 million incremental sales uplift.

Integrated propositions don't just deliver tangible benefits for our clients, they also deliver tangible benefits for us by shifting our revenue profile from being unpredictable and episodic to being much higher quality, recurring revenue that can be linked directly to the outcomes we deliver for our clients. A commercial model that is more closely linked to client outcomes will enable us, over time, to move away from time and materials and decouple revenue from headcount. Over time, this will support higher revenue per head and margin expansion. We're already establishing these types of partnerships as we speak. Just as an example, after an extensive and successful pitch last year, we're now willing to well into the contracting phase for Jaguar Land Rover to support their transformation and become their sole global partner for end-to-end creative marketing and global media.

We pitched a partnership with an outcome-led model with fully aligned objectives, really tightly linked to their business goals. This is the ultimate endorsement of our ability to deliver value for our clients, and I believe this is the beginning of a more widespread commercial model evolution. Just to come back to the core question: Will AI be value disruptive to our industry? I don't think so. I'm confident that in the era of AI, our role will become more important, not less important, as the marketing landscape continues to evolve and become more complex and more fragmented for our clients. For marketing agencies that can pivot, adapt, put AI to work, offer the full breadth of integrated services, I believe there's a once-in-a-generation growth opportunity, and the new WPP is built to seize this opportunity.

Whether you're an AI bull or an AI bear, the fact is that we operate in a number of large and growing markets. Some segments are contracting and are low growth. Others are growing more rapidly, including media, 4% CAGR; enterprise solutions at 7%; commerce and retail media at 23%; and high-velocity content production at 38%. These changes that we're making at WPP to integrate our client proposition will enable us to cross-sell more effectively and grow our share in these fast-growing markets. That's my perspective on how the world is changing, what it means for our clients, and the opportunity of AI. Thanks for indulging me in that, but I'd like to now unpack our growth strategy in a bit more detail.

As I mentioned earlier, we have four strategic objectives: to deliver superior growth for our clients by reorienting around an integrated proposition, to become a simpler company, moving to four operating units across four regions with common incentives across the company, to leverage the power of our agentic marketing platform, WPP Open, for competitive advantage, and to create firm financial foundations for the future. We've built a detailed plan that sets out the actions we're taking to deliver on these objectives, and the entire management team worked together to build this plan. This was the ultimate team collaboration. We're all behind it. We're all aligned and committed to its execution. There are eight core pillars to the plan, which you can see on this slide, but I'm gonna double-click briefly on each of them.

I do want to start with WPP Open, our pioneering agentic marketing platform, because it sits at the center of everything we do. It's where all of our capabilities come together into one integrated end-to-end platform. It's the cornerstone of WPP's own transformation, and it's how we deliver services, transformation, and growth to our clients. WPP Open is a platform that we've been investing in building for a few years now.

We recognized that we needed an end-to-end orchestration layer to connect workflow inside of WPP. The platform enables us to scale intelligence and best practice across our group and reimagine business process and client solutions with the agentic capabilities that now live inside Agent Hub, an important recent addition to the platform. Let me show you an example of the power of the platform with a recent example from Google Pixel.

Using WPP Open and AI personas, we analyzed millennial conversations from across social media, uncovering a shift towards romanticizing everyday life and reframing mundane moments as cinematic moments. Guided by this insight, our brand agent recommended focusing on Pixel's Camera Coach feature to help users take control of their story. Thanks to specialized agents, our workflow moved from social listening to creative concepts in just one hour.

With Google's advanced AI models within WPP Open, campaign assets were approved and live within 24 hours, and this delivered a 3% increase in brand uplift, demonstrating a new marketing flywheel, where insight, creativity, and production really move at the speed of culture. Recognizing the pace of technology change, we knew that the future of marketing would look very different than in the past, and to anticipate these changes, we've significantly enhanced the platform over the past 12 months.

Open Intelligence is our foundational intelligence layer that securely connects trillions of live data points from clients, partners, and WPP in a privacy-first way. It's now integrated and powers the entire WPP platform end to end. We consolidated our technology and data solutions into one organization. We have one WPP development team, one integrated product roadmap, and one set of design and portfolio management principles, which dramatically simplifies how we think about evolving this platform in the future. Our people work on WPP Open every day. It features in every client pitch as the single unified agentic platform that clients need to deliver integrated marketing workflows and a collaborative workspace where humans and agents can work together to deliver a system of growth that clients can trust.

There are many, many point solutions available in the market today that address pieces, fragments of the marketing workflow, and they're often tied to specific platforms, leaving clients to manage costly, complex tech stacks with fragmented workflows. WPP Open solves this problem in a single end-to-end platform. It's an agnostic system built on a common data model. It gives clients one source of truth to integrate operations, optimize investment, and drive growth at scale. It's really hard to explain technology, though, so let me show you how this works.

Speaker 19

For decades, marketing has faced a deep divide. On one side, there's the long term, the big strategic vision. On the other, the now, fast-moving social trends and market volatility. Historically, these two worlds haven't always connected. Strategy sits in documents, while execution endlessly chases trends. Through it all, it's been challenging to see whether marketing investment is actually working, until today. Welcome to the era of agentic marketing. WPP Open, our pioneering agentic marketing platform, empowers teams to see the whole picture. It understands the core mission. For a brand like Veridian, that mission is protecting profit margins and premium status, not just chasing volume. Powering this is Open Intelligence, our foundational intelligence layer. It gives our clients a unique ability to connect data safely, thanks to InfoSum's data collaboration technology.

It builds secure, compliant bridges between WPP's data, our clients, and our partners, unlocking unique insights without raw data ever being shared. Our agents work together across the entire marketing ecosystem, creating massive network effects across data, brand, creative, media, commerce, and production. The agents do much of the work. Human talent remains at the helm to elevate the extraordinary. This ensures our strategies survive contact with reality. Imagine a sudden disruption.

A key competitor drops a new flavor with an aggressive price cut. In the past, Veridian might have panicked and dropped prices, too. With WPP Open, the system spots the signal. It knows that a price war threatens the core mission, so it builds a defense that protects the business. The AI assesses the threat and suggests insights that our teams can use immediately. We instantly test this response with synthetic audiences.

They predict the reaction before we spend a dime. The data tells us to shift the fight from price to value, celebrating Veridian's zen taste. Clients see exactly where, how, and why their marketing investment is working. At every step, WPP Open calls in our exceptional people, trusted for their creativity and judgment, always accountable for results. We make sure agents optimize for emotion and connection, not just efficiency. It's how Veridian stays premium while the competition buys over price. Strategy defined by business results, creative work transformed by AI, activation powered by speed, all orchestrated by world-class talent. WPP Open, where marketing investment becomes your most trusted driver of growth.

Cindy Gallop (CEO)

Great. I talked about the importance of partnerships, because in today's changing world, like, no single company can go it alone. WPP Open, as the name indicates, is open by design. We will continue to enhance our own technology with the very best and latest AI models and agentic toolsets through our groundbreaking strategic technology and data partnerships with Google, Microsoft, TikTok, Meta, Amazon, Stability AI, and more. These partnerships don't just give us access to new AI models and tools. They enable us to bring cutting-edge innovation resources to our clients and unlock important new routes to market, particularly important for our enterprise solutions business. You might have seen earlier this week, we announced a significantly expanded partnership with Adobe, embedding their industry-leading AI marketing suite directly into WPP Open. This is a powerful integration that delivers effective.

streamlined marketing operations for our clients, enabling them to scale personalization, optimize media, and create on-brand content efficiently with agentic AI workflows. This build, buy, and partner approach ensures that WPP Open remains at the forefront of cutting-edge technology innovation so that our clients always have state-of-the-art capability at their fingertips. WPP Open is a significant source of competitive advantage for WPP. This platform puts AI to work to transform our client's marketing function and enable new outcome-based commercial models, tying our success directly to client growth. That's WPP Open. Let's go back to the strategic plan and briefly step through the actions we're taking to deliver on our growth objectives. Our first key action focuses on media and data and positioning these capabilities at the core of our integrated client proposition.

Brian Lesser joined WPP 18 months ago and has done a fantastic job spearheading the transformation of WPP Media. He's implemented structural change and led the acquisition and integration of InfoSum, which now underpins our differentiated data approach. We know there's more work to do, but recent wins in WPP Media that Brian and his team have secured give us full confidence that we're on the right path. I'd like to invite Brian to the stage now to dive a bit deeper on WPP Media's transformation. Brian?

Brian Lesser (Global CEO)

Hi, everybody. Good morning, and thank you, Cindy, for the introduction and for leading the way at WPP. 12 months ago, I promised a transformation, and we delivered. We've united WPP Media, placing our clients at the heart of everything we do, ready to unlock limitless growth in a Media Everywhere future. Our foundation is built on our proprietary Open Intelligence, driving real-time predictive decision-making.

Today, I'll detail how we're now perfectly set up for success with the client always at the core of a truly integrated WPP. powered by a differentiated platform that sets us apart. This is our winning recipe, and I'll share tangible case studies proving this model is designed to win. From the outside, it might seem as if all marketers have the same basic needs. The truth is that every client is unique, with vastly different contexts, growth strategies, and audiences.

This is why we have restructured the way we work to ensure each client's unique needs sit at the heart of our business. This radical client centrality is allowing us to unlock true integrated marketing across WPP. We have built a single financial and data ecosystem that eliminates siloed operations to bring the full power of WPP's people and tech to life. This empowers us to deliver seamless, connected solutions that cut across the traditional ways of doing business, like customer experience, commerce, and social and influencer, that accelerate client growth.

Whether it's a media pitch, a creative pitch, or a production pitch, more than ever, clients are looking for a single integrated solution. This is what we're now set up to deliver and why clients are choosing us. You can see the power of this integrated approach with Mazda.

When creative is as intelligent as you're targeting, you don't just reach people, you move them. Mazda's First to the Finish was a groundbreaking branded content series. It spotlighted trailblazing female race car drivers, connecting on a human level beyond motorsport. This innovative program became the first branded content designated a Prime Video Original. It showed how media intelligence fuels powerful storytelling. The series achieved 16 million minutes watched, drove 93% new website visits, increased purchase consideration by 23%, and contributed to Mazda's highest sales year ever.

This is the type of results the new WPP Media generates. Our data approach isn't merely an evolution. It's a fundamental revolution. Traditional marketing, with its static definition of identity and commoditized view of audiences, is increasingly obsolete and constrained by privacy risks. We ask a different question: What signals truly matter to our audiences?

We unlock intelligence from diverse live signals, context, interests, and behaviors to find new patterns in the consumer journey. This identifies new growth audiences and predicts their future actions to accelerate business growth. Central to this is our market-leading solution, enhanced by InfoSum, which establishes private data networks directly within our clients' environments. This enables secure, multi-party data collaboration without any data ever moving. This decentralized approach breaks down silos, creating comprehensive, AI-ready consumer insights from previously inaccessible sources, far surpassing traditional ID matching alone to deliver truly predictive intelligence. For the first time, clients can harness the full potential of their first-party data from any cloud or warehouse environment, including Adobe, AWS, Microsoft Azure, Google Cloud, Salesforce, Databricks, and Snowflake.

This proprietary intelligence can then be connected and enriched with our comprehensive identity data and robust network of over 350 integrated partners, giving us access to quadrillions of real-time signals. This allows us to produce faster, smarter, and more effective marketing across all leading global platforms like Amazon, Google, Meta, LinkedIn, Snapchat, and TikTok. By synthesizing this vast data, we build predictive media strategies that deliver deeper engagement and superior client growth, moving beyond just reach and frequency and validating actual outcomes with historical performance data. To bring this to life, consider our work with Heineken. They needed a way to connect their first-party consumer data with ITV's on-demand viewing audience and Tesco shoppers. Powered by InfoSum, Heineken was able to identify relevant audience segments based on age and real-time drinking preferences.

Crucially, Tesco provided closed-loop measurement of sales impact, all without moving or sharing any customer data out of Heineken's environment. In a world where measurable outcomes truly matter, the campaign's success wasn't measured in brand uplift or impressions, but in real sales data from Tesco stores, which increased by an impressive 189%. Another real-life example of driving business results through our market-leading data and technology solution. Powered by Open Intelligence and enhanced by InfoSum's federated learning infrastructure, WPP Open offers a unique agentic marketing platform. This gives our clients speed, simplicity, scale, and AI innovation to modernize marketing, optimize media, and accelerate their growth. For Coca-Cola, this means bringing together creativity, technology, and real-time insights to create more integrated marketing experiences.

There's no one better than Manolo to share how WPP Open and Open Intelligence are transforming marketing at The Coca-Cola Company.

Speaker 18

WPP Open and Open Intelligence are transformative for our marketing future.

Together, these platforms provide discipline, data, and connected insights. This supports a significant shift towards a much more precise marketing. It actually provides a common way to plan, activate, and optimize media across markets, leveraging data at the scale as a starting point. Open Intelligence is actually the connective tissue that brings that data and insights together. It is actually changing our thinking about who is my audience to what signals that audience does respond to.

Our connected media model links billions of identifiers with our first-party data to create an end-to-end system. Custom synthetic personas help teams to test and refine ideas, and do that more quickly and build a deeper marketing understanding. Integrated execution models like Studio X remain essential, ensuring that a strategy translates into real impact in the market. Crucially, this is not just about individual tools.

It is much more about how you integrate them and provide real-time insights and enable agile and data-driven decisions.

Brian Lesser (Global CEO)

Our strong Q4 2025 momentum continued into 2026, with WPP Media achieving its best January in four years for net new business wins, leading all media holding companies. We have an inspired, dynamic, market-leading team of winners leading this charge. The change in our culture has been palpable. Major integrated wins like JLR and Estée Lauder confirm our strategy works. Our winning client-centric proposition, built on this future-proof, integrated foundation, rapidly meets evolving client demands and delivers truly predictive intelligence. With media at its core, WPP is now exceptionally positioned to drive continued growth, sustain client relationships, and deliver significant value for our investors. Thank you, and now I'll hand it back to Sylvie.

Cindy Gallop (CEO)

Thank you, Brian. Thanks so much. The next key action we're taking is to establish next-generation production and creative capabilities. I'm going to start briefly with production. Just last month, we announced the creation of WPP Production, our new production unit led by Richard Glasson, and of course, we marked the occasion with a video.

Speaker 19

We have always made work which moves the world. Through craft, vision, and disruption. Making has changed. Audiences are scattered. Culture shifts instantly. Commerce is core. It's time for a better way. Unite our greatest minds, global craft, a single force together in purpose. World-class talent, a reimagined studio system, specialized partnerships, threading AI into every phase. We will rewire how we build, capture, create. We will readily automate, address, action. We will be iconic, impactful, immortal. A single, soulful platform. Thinking brought to life in seconds, built with intelligence. Tools for creative ignition to drive the experience of tomorrow. This isn't the easy way. It's the better way. Brilliant technology, limitless craft, ingenious minds. Together. There is a better way. WPP Production.

Cindy Gallop (CEO)

As I think you can see, production's being pretty radically transformed, and we're facing into this head-on by fundamentally reimagining how it all works. WPP Production, it's a mouthful. It's designed to solve for both volume and performance. We operate an end-to-end content orchestration through WPP Open as one unified content production engine. We're establishing high-velocity studios, deeply integrated into WPP Media for real-time measurement and content optimization. We're centralizing commissioning and supplier management to insource more work where appropriate and create a more curated roster of external production partners. We're investing. We're investing in cutting-edge capabilities, high-velocity studios, as I mentioned, GenAI studios, virtual production, video effects, virtual effects, and digital twin pipelines.

With WPP Production, we are well positioned to support our clients as they look to transform and often consolidate their content production activities. We're confident over time, we will take a greater share of this market. Next, I want to talk about creative. Like, we know how critically important creativity is to our clients. I talked a bit earlier about the increasing demand for verifiable human creativity and craft in the era of AI. This is an important source of brand differentiation and value creation for our clients. While the market for creative service is projecting limited growth over the medium term, creative capabilities are still a vital element of an integrated proposition, and there is significant opportunity for us to unlock white space across our client portfolio through joint propositions and cross-sell....

Recognizing these factors, today we are formally announcing the launch of WPP Creative, led by Jon Cook, and this organization will be home to our most iconic agency brands: VML, Ogilvy, AKQA, Burson, Landor, Design Bridge and Partners. I want to be very, very clear on this one. We are not merging agency brands. We are not consolidating agency brands. We are not sunsetting agency brands, okay? On the contrary, Jon and our agency leaders will unite them in new ways and empower them like never before. I've spoken to many clients. They all share with me how much they value choice and the unique perspectives and cultures that our agency brands provide. However, they also want to make it easier for those agencies to collaborate and efficiently access the whole breadth of WPP's capabilities.

A simplified structure also removes barriers for our global client leaders, creating a frictionless path to our top talent, so we can put the right resource in front of the right client at the right time, without the constraints of the past. With WPP Creative, all of our agency brands will have access to the full modern stack of commerce, customer experience, digital platforms, enhancing their client proposition and expanding the go-to-market channel for these services. Much greater alignment with WPP Media and WPP Production will ensure that creative ideas are instantly adaptable and executable across the whole customer funnel. While agency brands remain, WPP Creative will have a more competitive cost base from a simpler, more unified operating model and greater shared infrastructure.

I'm excited that WPP Creative will double down on our agency brands and arm them with the capability they need to make them more modern and more united than ever before. We're already seeing the power of bringing together our portfolio in recent successes, securing, for example, the creative mandate for Kenvue, the parent company to well-known brands like Listerine, Sudafed, Band-Aid, and more. A strength also recognized by our client there.

Next, I'd like to spend a few minutes talking about Enterprise Solutions, because today, every global business needs a partner that can help them build, run, and evolve their core platforms and systems in a world where AI is part of everyday operations. Businesses are being forced to rethink how they establish competitive advantage, and the potential to reinvent workflows has never been greater. For some of our clients, the need is clear and well articulated.

For others, the need is completely unarticulated. They know there's a better way, but they don't know what it looks like. To partner most effectively with our clients on their AI transformation, we are elevating our existing enterprise solutions capability into a new externally facing operating unit called WPP Enterprise Solutions, led by Jeff Gallan. Enterprise Solutions provides a complete enterprise transformation offer for clients that spans consulting, content, customer experience, commerce, CRM, and platforms. We have a unique ability to fuse these capabilities with media intelligence and world-class creativity to build an AI-powered marketing operation end-to-end for our clients. WPP Enterprise Solutions benefits from multiple routes to market, including via our agency brands and both direct and partner-led go-to-markets as well.

These multiple routes to market maximize our coverage and enhance our ability to cross-sell, capture white space, TAM, growth opportunity within our installed client base, and will drive more direct and partner-influenced revenue. The enterprise transformation market is huge. It's worth $230 billion and projected to grow cumulatively 7% over the next three years. Our share of that market today is small, the opportunity is really significant, and actually, we already have really solid foundations to build on. Today, our enterprise solutions business employs around 10,000 people and generates around $1.8 billion of revenue, it's about 13% of our overall group net revenue. This business has quietly built a book of exceptional clients and has already earned notable industry recognition from Gartner, Forrester, and IDC.

In many ways, as I like to say, Enterprise Solutions is the hidden gem within WPP that we will now elevate to become the crown jewel. If you ask our clients at Ford, it's already the crown jewel. We have a partnership with Ford that started with J. Walter Thompson 80 years ago, we've continued supporting them with cross-functional teams as their needs have evolved. Let's hear directly from Ford.

Speaker 17

WPP is very much tied to our brand objectives. Therefore, it's really easy to see how they drive growth in our business. It's so important at Ford that we think about the connected ecosystem in the ownership cycle. Everything from discovery, to purchase, to repurchase. WPP has been instrumental in helping us understand what that ecosystem looks like. In addition to that, they understand that we're looking more broadly. It's not just products in terms of hardware. It's hardware, software, and experiences. WPP shares that mindset. They really understand what we're trying to do, and they look at it very much from a customer perspective. I really consider WPP to be an extension of my team. As an extension of my team, we have shared objectives. We are perfectly aligned.

Cindy Gallop (CEO)

Great. Okay, we have talked about how we're going to deliver superior growth for our clients by reorienting around an integrated proposition that brings together media creative, production, enterprise solutions, all powered by WPP Open. I want to talk about the organizational changes that we're going to make to become a simpler, more integrated company, because these are key enablers for our strategy. As I mentioned earlier, we haven't been waiting for today's update to change how we engage with clients. We know that when we show up as the new WPP, as the best of WPP, we win. To build on our current momentum and make it sustainable, we need to radically simplify our organization, really, to unlock true client centricity.

To do that, WPP will no longer be a holding company, will no longer be a shopping basket full of standalone businesses, hundreds of standalone businesses. We're going to move to a single company model with four operating units across four regions, with incentives that closely align to the overall performance of WPP. Being a single company with a simpler structure and common incentives are critical enablers of our strategy.

As part of these structural changes, we'll also further simplify corporate functions, particularly in finance and people, to reduce duplication, increase our use of shared services, and redesign our processes, leveraging AI and agentic capabilities. Alongside these structural changes, we're also focused on significantly strengthening our execution, both in terms of client service delivery and new business growth. At the heart of WPP's relationship with our largest clients are our global client leaders, our GCLs.

Our GCLs are already masters of creating value, but our existing operating model, and our incentives, and our internal processes have not always afforded them the agility needed to deliver seamless client-centric services that unlock new avenues for growth. I'm sure my GCLs in the room would agree. We're transforming our approach. We're going to empower our GCLs with the authority and the resources to function as true leaders for their client portfolios, exercising strategic leadership rather than merely orchestrating a bunch of activities. This is going to include greater control over client PNLs and the authority to make the best strategic decisions, supported by streamlined internal processes designed to eliminate organizational friction and provide access to the right resource at the right time. We're also establishing a new team of client solution architects.

This team will apply deep industry expertise to develop winning growth strategies for clients, then architect tailored solutions to deliver on those strategies, unifying technology, media, data, all of our marketing capabilities to really drive successful execution. Finally, we're establishing more integrated growth operations, creating a stronger network of growth talent across WPP with a shared hunger to win.

These changes will enable us to build on our current momentum, all of our recent wins, as we strengthen our new business engine and champion a stronger winning mindset. Speaking of winning mindset, the next core priority for us, perhaps the most important of all, is to embed a high-performance culture to attract and retain the world's best talent, grounded in collaboration, client obsession, humility, accountability, and a hunger to win. I know from experience that culture can be the biggest differentiator and competitive advantage of them all.

Talented people choose to join companies and stay at companies that have strong cultures, where they can thrive in their careers and be their authentic selves. I also know that changing culture takes time and persistence, and it's about both winning hearts and minds. I think winning hearts is about inspiring people with a new mission that feels fresh and relevant and clear. It's also about creating an environment that feels safe and inclusive, where creativity, where intelligent risk-taking are valued, where failure is treated as a path to learning, and continuous improvement is celebrated.

Winning minds is about getting the basics right. That's about clear communication and active listening to people, investments in learning and development. We've got to ensure that our people are building new capabilities with a focus on AI, so they can deliver what our clients need from us.

It's about common incentives across the company that just unlock collaboration and frictionless resource sharing. It's about performance management and feedback to allow us to build that culture of accountability and greater talent, mobility, and career progression opportunities. What I really want is for people to have a world-class employee experience and feel proud to be on a winning team and proud to be part of WPP. The final pillar of our Elevate28 execution plan is about creating firm financial foundations for the future, and that's about creating capacity to invest in growth and building a WPP that's fully optimized to deliver for our clients. I'm going to hand over to Joanne now to step through the financial aspects of our plan. Joanne?

Joanne Wilson (CFO)

Thank you, Cindy. Okay, let me share the financial framework, which underpins our Elevate 28 plan, including our approach to capital allocation. Elevate 28 is first and foremost about getting WPP back to growth. Our financial priorities underpin that. In the near term, our focus will be on stabilizing the business. That means improving our net new business performance and our client retention. Well, as I mentioned earlier, net sales like-for-like is a lagging indicator. That will take time to recover as we cycle through historic client losses.

Now, as we progress through the three years of our plan, and we deliver strongly against the core growth building blocks, which I will talk to in a later slide, we anticipate a return to taking our fair share of the market, and in some areas, and over time, we will seek to outperform the market. To support this, we will unlock GBP 500 million of gross annual cost savings between now and 2028, enabling a reallocation of investment towards our growth drivers, and this will in turn support a rebuild of margins.

Finally, we are setting out to make WPP a simpler and more focused business, reducing the perimeter of the group, and in so doing, strengthening the balance sheet and providing a greater degree of financial flexibility. As you've heard today, we are already implementing many parts of our plan.

It will take time to deliver and to realize the full benefits in our operational and in our financial outcomes. As Cindy indicated, we see delivery across III Phases. In 2026, we will stabilize the operational performance of the business, leveraging the improved competitiveness of our media and our data proposition, and our production consolidation. We will action our cost-saving plans, and we'll prioritize investment into the parts of our business which represent the largest growth opportunities. In parallel, we will take a more proactive approach to our portfolio, unlocking embedded value and operating with a tighter and a more focused perimeter. This will require focused execution and a rigorous reallocation of resources to support our growth plans.

As a lagging indicator, we expect organic growth to remain subdued in 2026, and we also anticipate margins to remain below historic levels as we invest savings to support growth. Alongside this, we expect an elevated average leverage ratio. From 2027, we expect to start to see a progressive ramp-up of the benefits from both our operating model changes and the investments we are making to enhance our new go-to-market, our integrated proposition, and from scaling capabilities, including our full service, Enterprise Solutions, and Production. It is our ambition for the group to return to growth during 2027, for margins to start to rebuild, and for our leverage to start to come down. From 2028, our plan assumes a significantly improved operational performance, characterized by accelerating growth and improving margin and strong cash conversion.

While we are not providing specific medium-term guidance today, rest assured, we are relentlessly focused on immediate stabilization and disciplined execution of the building blocks to return WPP to growth. Let me spend some time on those building blocks of growth, which we are, of course, aligning our investment priorities against. I'll start with media. The market for media services is around $40 billion and is forecast to grow at 4% CAGR from 2024-2028. Within this, commerce and retail media is a high growth market, expected to deliver a CAGR of 23%. As you heard from Brian, we have been busy transforming our media and our data proposition and improving our execution.

This not only supports our ambition to improve new business and retention across our media business, but it will also enable us to deliver that improved integrated proposition for our clients with media at the heart. Our recent win with JLR is a great example of that. By taking back our fair share of the media market is the most significant growth opportunity for WPP at a group level, and it's a core tenet of Elevate28. The second area is our next generation production offer. While the overall production market is seeing muted growth, we are seizing the opportunity to take share, internalizing third-party production spend by our agencies, which is estimated at GBP hundreds of millions over the course of Elevate28.

We have also identified significant incremental opportunities from new ways of originating creative work, leveraging GenAI and VFX pipelines, which enable us to build next generation studio capability and make much more of our client work directly. High velocity content production is a great example of this, which, despite being a relatively small proportion of the overall production market today, is forecast to grow at a CAGR of 38% over the next three years. As the largest production agency globally, and with our investment in dedicated capabilities, including content studios, we are well-placed to take more than our fair share of this opportunity. We are working with a number of our large clients already in these areas, and we've leveraged innovative content opportunities in some of our recent new business wins. Finally, scaling our Enterprise Solutions proposition.

Now, the enterprise solutions market, as we define it, is forecast to deliver a CAGR of 7%. We play in this space already, but as part of a fragmented offering existing within agency silos, and as such, our current share of the market is low single-digit. By scaling our enterprise solutions across all of our creative brands, as well as establishing it as a distinct pillar and investing in direct go-to-market capability, we believe will enable us to significantly grow our market share over the course of Elevate28. The strength of our capability in this area has been recognized by Forrester, amongst others, and with many recent client wins, we are confident we will see an improving growth trajectory.

For 2026, the focus will be on consolidating these capabilities under one leader, establishing a strong direct go-to-market team, and leveraging partnership opportunities, such as the one announced this week with Adobe. Cumulatively, these opportunities represent significant whitespace gross revenue opportunity estimated at up to $900 million over the term of Elevate '28. Delivering against our growth priorities will, of course, require investment, which will be self-funded from our cost initiatives. Our shift to a new operating model will yield significant efficiencies, building on what we have already done. Since 2024, we have removed GBP 300 million of gross cost savings, and our Elevate '28 operational plan unlocks a further GBP 500 million of gross annualized cost savings by 2028.

We expect the associated cash restructuring costs to be around GBP 400 million and for those to be incurred across 2026 and 2027. It's important to emphasize that our cost actions are targeted at improving our execution and supporting our growth priorities as much as they are about simply removing costs from our business, and they will come from three key areas. The first area is that shift to a new operating model. It will drive a more simplified, more integrated way of working. It will enable us to scale our capabilities across the organization and support a stronger and a more effective client proposition. We will consolidate leadership at a global, at regional, and at market levels, providing clearer roles and responsibilities for our people. We will optimize spans and layers.

We will remove duplication across our creative assets, driving a more aligned model, enabling a more effective cross-selling, and providing a more holistic view of client success and outcomes. The second bucket focuses on structural cost savings. As a result of our new operating model, we will de-duplicate corporate functions, particularly across our finance and our people teams. We will further leverage our shared service centers and create centers of excellence. This will set us up to unlock more scaled productivity savings from greater automation and the use of AI across our corporate functions. The third bucket will come from rationalization opportunities. We will deliver savings from our real estate footprint and from across our long tail of markets and agency operations.

In 2026, we expect to realize at least GBP 100 million of in-year P&L savings and GBP 250 million of annualized savings. The estimated restructuring costs associated with these savings in 2026 is around GBP 190 million. These targeted actions will improve our execution, as well as enable a reallocation of investment into the highest growth opportunities across our business, supporting a rebuild of our margins over time. We will prioritize investment across three key areas. Firstly, we are bolstering the main engines of the Elevate28 plan, which you've heard about today. We are directing investments specifically into media and commerce, into high-velocity production and Enterprise Solutions to ensure we capture demand in those high-growth areas. This will include investment in commerce and influencer and analytics talent, and in content studios.

Second, we are investing to upgrade our go-to-market approach with a focus on our client leads and our new business capabilities. Alongside this, we will rebuild our incentive tool, and we have redesigned our incentive model to align it to our new operating model and with the aim of disincentivizing the past siloed way of working. Third, we are sustaining our commitment to WPP, open to data, and to AI. To give you a sense of scale, in 2025, we invested more than GBP 300 million in this area, and we will protect this investment to ensure continued enhancements to our technology platform and our AI capability. In 2026, we are expecting to reinvest all of the in-year savings from the cost initiatives into the first two priorities, and this is reflected in our margin guidance for the year.

These investments will be made in a disciplined manner, and we will fully leverage our more integrated approach to benefit from scale capabilities and a rigorous prioritization in the areas that will drive the highest growth opportunities and returns for WPP. Let me move on to talk about our portfolio review. In recent months, we have conducted this review aimed at assessing opportunities to unlock embedded value and refocus our perimeter. This review has covered all assets that we own, whether an operating unit or a minority investment. We've evaluated how each strengthen our proposition and fit our future integrated offer. While we have many great assets within our portfolio, it may not be optimal for us to remain owners, either in whole or in part.

Some of those in the future, and we've applied that best owner assessment to identify the assets where value is potentially maximized outside the group, alongside a plan for continuing to rationalize non-core passive investments. Now, this has also been an exercise in determining the areas we want to prioritize investment in and being rigorously disciplined in our allocation of capital. Of course, underpinning this is a disciplined approach to M&A, with a focus on organic execution in the near term.

With the review now complete, we are moving directly to action, and while we don't have specific transactions to announce today, the work is underway, and we will update you in due course. That leads me to our approach to capital allocation, which is framed across three clear priorities. First, we are committed to our investment-grade balance sheet. This is our foundation.

Our primary focus here is retaining strong liquidity, reducing our gross debt, and improving our leverage ratios over time. As shared earlier, Fitch Ratings has assigned WPP a BBB rating with a stable outlook, further solidifying our investment-grade balance sheet. Our second priority is funding organic growth. As you heard, we are prioritizing investment in the highest growth and the highest returning areas of the business. Crucially, we are funding this through our cost initiatives as shared today, with a strict focus on scaling capabilities that support growth across the entire group rather than in silos. Third, we will share the proceeds of growth. We aim to balance consistent, sustainable shareholder returns over the medium term with inorganic investment. Reflecting this, the board have proposed a full year dividend of 15 pence for 2025.

We will apply a focused approach to M&A, deploying capital only when an acquisition is clearly more efficient than building that capability internally. Beyond that, and as appropriate, any excess capital will be returned to shareholders. Finally, for me, a brief note on how we on how our reporting is going to evolve to reflect this new structure. The current structure is shown here, and our ultimate objective is for our financial reporting to map directly onto our new organizational model. For segmental reporting purposes, the four operating units, which are the engines of our business, will be included in an enlarged global integrated agencies reportable segment, which will now include public relations and our design agencies. The regional reporting results will be broken down by North America, India, Latin America, and APAC.

Over time, we want to give you better visibility into the engines of our business, and therefore, within global integrated agencies, we will provide specific disclosures on net revenue and organic growth for our key capabilities, Media, Production, Creative, and Enterprise Solutions. That's all for me, and I will hand you back to Cindy to wrap up.

Cindy Gallop (CEO)

Amazing. Thank you, Joanne. Homestretch, folks. Before we conclude and open out to questions, I just want to spend a minute on how my team and I will hold ourselves accountable and measure success. As Joanne mentioned, our primary focus is to return our business to growth. Organic growth is our most important success metric, and getting back to consistent organic growth is our North Star as a management team. As you know, organic growth is a lag indicator and will take us some time to deliver.

Beyond the lag indicators, you can see on the right-hand side of the slide behind me, we've also included on the left a few leading indicators and success metrics that my team and I have as part of our own scorecard, that will provide tangible evidence along the way that the actions we're taking are working.

I won't read them to you, but you can see they're things like new business wins, client retention, cost savings, asset disposals. These are the types of lead indicators we'll be rigorously managing, and we're confident that these will drive the outcomes that matter the most over time: consistent, organic growth, supported by a solid financial foundation. I also want to reassure you that we're not gonna just simply disappear and report back on KPIs in a year's time. We really want you to see the execution of this strategy in real time.

We want to invite more frequent engagement with our investor community. Over the coming months, we'll be hosting a series of deep dive webinars to take you further under the hood of our key growth engines, specifically in the areas of media, next gen production, and enterprise solutions.

I know we've shared a lot of information with you today, and thank you for listening, but I have to say, our mission has never been clearer: to be the trusted growth partner to the world's leading brands in the era of AI. Elevate28 is a bold plan for a simpler, more integrated WPP. We will stabilize the business, return to organic growth, create capacity to invest, and deliver attractive returns for our shareholders.

We'll do that by delivering growth for our clients, by being a simpler, more integrated company, by leveraging our agentic marketing platform, WPP Open, for competitive advantage and creating firm financial foundations for the future. I'm very confident that WPP has a bright future ahead. This is a WPP that is fit for the future and built to win. We're gonna draw this strategy update to a close.

We're gonna invite questions from the audience for me, Joanne, Brian, or any members of the senior leadership team. I want to thank you. Thank you very much.

Tom Singlehurst (Head of Investor Relations)

Thank you very much, Cindy. My name is Tom Singlehurst. I head up investor relations for WPP. We're going to go to questions. Before we dive in, a couple of quick parish notices. For those in the room, we're going to bring a mic to you, so if you can just be patient. If you could state your name and which firm you represent, that would be fantastic. To make sure we've got enough time for everyone, it would be hugely appreciated if you could ration yourself to maybe two questions and a follow-up. I also want to say to those on the webcast, you can also type in questions on the Questions tab on the right-hand side of the screen. Once we've done some questions in the room, we'll go through those questions as well.

Let's start with questions in the room. Laura, maybe start with you.

Laura McIntyre (Senior Equity Analyst)

Hi, Laura McIntyre from Morgan Stanley. Thank you very much for the presentation. Three questions today, please. First question on differentiation and competitive advantage. I'm curious, what do you think is the single differentiation of WPP? Obviously, we've heard from peers, a need to, like, have an integrated offering, a focus on data, leading with AI. I'm just wondering, what do you think is the single differentiating factor of WPP? Second question is, when you talked about the JLR win, you said you pitched it as an outcome-based revenue model.

Do you mind providing a little bit more details here, like any KPIs that that, and if you can also maybe, like, telling us a little bit more generally, like, how you think the revenue model will evolve and what sort of KPIs will be used to measure performance? Lastly, on the Enterprise Solutions business, could you give us an example of a typical, project of WPP here, and how it differs from, leading IT services consultants, because obviously it's part of an ad agency. Thank you very much.

Cindy Gallop (CEO)

Sure. Thank you for your questions, Laura. They're great. I'll have a go at the first one, and then maybe invite Johnny Hornby to talk about JLR. He led the pitch, and maybe Jeff Ghaffar to give an example of an enterprise solution engagement, if that's okay. I think, Brian was incredibly articulate on this. I tried to paint a picture of WPP Open as a very different proposition, right? Because it's integrated, it's not a point solution. It transforms the entire end-to-end marketing workflow. It's powered by Open Intelligence, which is our foundational data layer, and we've integrated InfoSum's distributed data collaboration capabilities, which means it's built for the future of marketing, not the past. You know, that is an incredible competitive advantage.

Like, we have all the ingredients we need to win. What we really needed to do is pull it all together into an integrated proposition and then power it with this incredible platform that we have. Frankly, when clients see that, they see the power of it and its ability to drive growth without compromising on data ownership, we win in head-to-head competition. That's what you're seeing happen. I don't know, Brian, is there anything you want to add?

Brian Lesser (Global CEO)

I think one of the things I said was that every client is different, and there is no one approach to driving business results for clients. We've built a platform in WPP Open that is flexible, that includes our own proprietary technology, but also partners effectively with other companies, so we're always ready for what's next. We built a data model that similarly doesn't rely on a static data asset that is a legacy CRM solution. Instead, it relies on the ability to connect any and all data sources so that we can be more intelligent and more dynamic in understanding consumer behavior and driving those business results for our clients. It's different for every client, but as Cindy said, it's really an integrated approach across all parts of our business, grounded in that data and technology strategy.

Laura McIntyre (Senior Equity Analyst)

Thank you.

Cindy Gallop (CEO)

I would just add, we are still contracting with JLR, so there's a limit to what we can share. Johnny, why don't you say a few words?

Johnny Hornby (CEO of WPP Specialist Communications)

Yeah, sure. Yes, thanks for mentioning that. We haven't officially been appointed by JLR. We pitched throughout last year, went into a period of exclusivity with them through January, and we're now contracting and hoping that by March, we'll be live. At the core of our pitch, to your question, I guess what's our secret sauce? I think our secret sauce is where you put everything you've seen this morning together.

Starting with Open Intelligence, to be able to build cohorts and understand audiences in a way that doesn't require us to do simply old-fashioned ID matching, but to keep the data where it is, keep it safe and secure, and then put that into a team that we're going to build with JLR, where we and they are all together on the open platform, end-to-end. It's the end-to-end integrated nature of this offer that I think then allows us to make what I think are becoming genuinely competitive offers when it comes to outcomes.

Those outcomes aren't, "Do you like the agency you work with?" Those outcomes are we selling more product, and will we get paid on being able to sell more product by being able to build their brands, and measurably show that there's greater levels of desire for their products, and the crown jewels of brands that they've got? We haven't finished contracting, but those are the, those are the defining. That pitch was against some of the major holding companies. I think those are gonna be the integrated propositions that will see us win JLR and hopefully many more JLRs putting these ingredients together.

Cindy Gallop (CEO)

Thanks, Johnny.

Joanne Wilson (CFO)

Can I just build on that? Because, Laura, I think, stepping back a little bit, your question is around what happens with a time and materials model with AI. The story is really moving on. Hopefully, you've picked it up today. You know, how clients are using us, and it's for the industry, really they need brand safety. They need to know that they have got cultural nuances, they have the best creative and strategy talent working with them on their brands to really differentiate, and also that they've got the access to the best talent. You know, navigating through what is an incredibly and ever more complex ecosystem is incredibly challenging for CMOs. It's getting tougher and tougher, and that's what they're paying for us for.

It's no longer they're paying for us to create 5 ads. In fact, we can create 1,000 ads, but it's how do you get those ads into the right audiences? That's really what they're paying for, which is really enabling this output-based pricing, it's outcome-based pricing, and it's also shifting more to, a tech fees and licensing fees as well. This will be an evolution, but we're making lots of progress in this area.

Jeff Gaha (Global Head of WPP Enterprise Solutions)

Hi. To answer your question about enterprise solution scaling. Let's just stay with automotive. This could be JLR. It's certainly true of Ford. When you begin to solve a marketing problem around content transformation or a customer experience challenge for marketing, and you start with the CMO, you quickly evolve that conversation and realize that's an enterprise problem you're solving. Content doesn't live in marketing. It lives as an asset of the entire company. Customer experience lives as an asset of service, of brand, of product development. The nature of our work usually begins with the marketer, and then it expands further and further and further, and soon we're in rooms with IT leaders, procurement leaders, service leaders, and instead of, using their silos to define how we work, we're pulling them together.

With AI, that's collapsing at an even, more increased rate of change. AI platforms right now, they're collapsing the buying patterns with IT buyers. Used to buy a platform, implement it for years, and then draw the business in. Nowadays, there's a really fast iteration cycle, so we're finding ourselves in rooms now, starting with marketing, but really extends to all the stakeholder groups. Yeah.

Joanne Wilson (CFO)

Thanks, Jeff.

Tom Singlehurst (Head of Investor Relations)

Can we go to Nico?

Nicolas Longuet (Equity Research Analyst)

Good morning, everyone. Nicolas Longuet from BNP Paribas. I've got three questions. The first one on the existing business with clients, which was definitely a weak part in the 2025 performance. Can you tell us a bit more about what happened? Is it related to scope reduction, pricing pressure, or can you give us more detail about that? What are the concrete actions you have already implemented to stabilize the business with these existing clients? The second question on WPP Open Pro: Can you give us an update regarding the rollout, the first feedbacks, and what sort of opportunity you see in the mid to long term? Finally, of the GBP 500 million gross cost reduction, have you included any benefit from generative AI tools in that GBP 500 million? You can share the other part.

Of the GBP 500 million, how much do you plan to reinvest in the business?

Joanne Wilson (CFO)

Okay.

Cindy Gallop (CEO)

Do you want me to take the first?

Joanne Wilson (CFO)

Yeah, why don't you take the first? Okay, look, Nico, it's absolutely the right question. If you look at our performance in 2025, we talked about a drag from net new business of about 150 basis points. That points to just under 400 basis points from the underlying business. You know, the majority of the cuts that we saw, really came from the creative part of our business. As I said in my pre-prepared remarks, it was really an overlay, and we did see significant spending cuts, particularly from the start of Q2. We can point to different reasons for it, there was an awful lot of uncertainty, and we saw heightened volatility across clients. We talked about the polarization.

Many clients we saw very strong growth with during the year, others cut significantly and at, very short notice as well. Effectively, we tend to have more project-based spend in our business, and of course, that's often the first places that get cut when we see that volatility. I would also just add that, as you heard from Brian today, Brian and the team have been incredibly busy the last 18 months, really, setting up our competitive proposition for the future, redesigning,how we deliver for clients. That undoubtedly has had some disruption in the business and, the underlying business.

We've been very deliberate in Elevate 28 that, Brian and the team have done a lot of the heavy lift, and their focus is now on execution. That sort of brings you on to the second part, what are we doing about it? If you think about that for media. With the creative part of the business, we are,building an incredible powerhouse within WPP Creative. You know, we did get in our own way a lot of the time in the past with our silos. WPP Creative will enable scaled capabilities across all of our agencies. WPP Open as well, will enable our creative teams to work in a standardized way, and that's everything from big, large clients to smaller clients.

It will improve what we're delivering, and that will help us with our larger clients, and that tier of clients where we've seen more reductions in spend. I think that's really important with creative. Sometimes we get very focused on the headline cost saving, but it really is about creating a more agile organization with fewer silos. Just on the GBP 500 million of growth or savings and how much we're going to reinvest. You know, I talked about the in-year savings of 2026 being GBP 100 million annualized savings, which will be GBP 250 million. All of that, we're going to reinvest in 2026. You know, I talked about this priority to stabilize, and invest in the growth drivers, and we will do that.

Look, it's too early to say how much of the remainder we will invest, but I would assume that we will invest as much as we need of that, to support our growth ambitions.

Cindy Gallop (CEO)

I'm happy to say a few words about WPP Open Pro. It's early days, right? We only launched a few months ago, but what we did was basically productize or sassified certain capabilities from within the WPP Open platform. We did it to target the mid-market SMB, kind of end of the client segment.

The clients that would largely look to self-service, that kind of capability. I'm very encouraged, actually. We've got a number of deals with clients. We've got a very healthy pipeline against this, although albeit it's small in absolute terms. I think the interesting learning from my perspective is our top 100 clients, say, are looking at WPP Open Pro as a way to software enable the long tail of markets that they service. Rather than having full teams on the ground, you can start to see a world where they can software enable their long tail, and that's kind of interesting.

Tom Singlehurst (Head of Investor Relations)

Perfect. Maybe we can go to Adrian.

Speaker 15

Thank you very much. Hi, Cindy, this is Adrian from Bank of America. I've got maybe two questions, maybe for Brian and maybe one for you, Cindy. John, I know we were talking this afternoon, I'll leave the financial questions maybe for later. Maybe Brian, you talked about all the business wins in Q4 and Q1, and well done on that. Can you tell us, like, what was the factor or what were the factors behind those wins, and how much of a factor price was behind those wins? Secondly, I know we've talked about this before, but you put data at the core of your strategy.

How do you solve for the fact that you don't really have, as far as I know, at least, a proprietary identity graph compared to your competitors? And maybe more for Cindy. Today we heard a lot about the opportunities. Sorry to come back on the risk. How much revenue attrition would you expect in, maybe in creative, because of AI deflation around the revenue per head, for example? How much would you anticipate for the next couple of years? Thank you.

Brian Lesser (Global CEO)

Adrian, in terms of the new business wins, everything that I showed in terms of our proposition contributed to those wins. Without going client by client, what I said about every client being different applies to how we pitch business and then how we ultimately service business. Whether that was,winning JLR or NCL or, the various other wins, each one of those solutions was different. The great thing about our platform is it allows that, and it enables us to go in and do things differently for clients. Selling cars is different than selling cruises, is different than, various other clients that we have. I think that contributed to it.

The way that we're structured also helps quite a bit. We're not going into these pitches as Mindshare or Wavemaker or, one of our other agencies. We're going to these pitches as WPP Media, and increasingly, we're going into these pitches as WPP. We get a lot of help from our colleagues at VML and Ogilvy and AKQA and from WPP Production. The clients see that, and they know that while we're pitching one thing, we're going to offer a full breadth of services over time. All these pitches are competitive. Price is always a factor, but that wasn't a defining factor in any of these pitches. We have a proprietary identity asset.

One of the things that you have to understand is that identity is pretty ubiquitous in the market, so there are lots of companies that provide identity solutions, and it's really an old-fashioned notion of what we need to do to join up disparate data points. We also have a data identity asset called AmeriLINK. We see every adult in the United States, and we use that. We also use other partners, like Experian, when we want to augment that. Because we have a solution that allows us to access any identity asset, it's really not a problem for us. Having identity is such a small part of what you have to do to understand consumer behavior.

What we do have is InfoSum, which allows us to connect to hundreds of other data sources, and instead of those being household addresses or email addresses, these are: What are people consuming on TikTok? How are they interacting with creators on YouTube? Those signals are much more important than having a traditional identity asset, which again, is a legacy system and fairly ubiquitous and accessible in the market.

Cindy Gallop (CEO)

Yeah, I would just build. Thanks for your question, Adrian. I would just build on what Brian said. I mean, I've never met a client that doesn't want more for less. That's not a new dynamic. We operate in a very highly competitive market and price pressure is a constant feature, right? I would say that, we probably accept on some level some downward pricing pressure from AI productivity, if you will, but what we're doing here is creating an organization that can cross-sell more effectively to address the white space within our installed client base and be more effective at converting new business. If you take our top 25 clients, for example, we probably capture, at best, a third of addressable spend.

When we unlock this collaboration and cross-sell opportunity for WPP, we have massive opportunity to offset and grow in those areas.

Tom Singlehurst (Head of Investor Relations)

Thanks. I wonder, why don't you possibly Steve, given he's right next to you?

Steve Liechti (Equity Research Analyst)

Thank you very much. Steve Liechti from Deutsche Bank. Just on some numbers. Sorry. You said 5%-6% gross hit from losses. Can you quantify the 2025 and 2026 to date wins to kind of give us some idea of a net number to work off as we stand today? That's the first question. Second, Brian, in the new setup and the new kind of pitch that you're doing to clients, where you haven't won, why was that?

I know everything's different, but it'd just be useful to hear some insights there. You also said you have some more work to do as well in your comments. I just wonder, from my perspective, how much is the pitch that you're going with the clients now absolutely the right pitch? You know, what more is there that you do have to do?

Brian Lesser (Global CEO)

It's a very dynamic business, so it's very rare that the right pitch today is the right pitch a week from now or a month from now. When I say we have more work to do, it's that we're on a constant quest to meet the needs of our clients in a rapidly evolving world, and that's never going to change. Structurally, we're set up to win, and we have been winning. From a data and technology standpoint, I feel great about where we are. We have the building blocks in place to evolve. Not just win today, but evolve as the market evolves, so I feel great about that.

In terms of why we didn't win, I say all the time to the team: You can be the best in a pitch, you can be the best on the day, and you can still lose a pitch, and there are lots of factors that go into it. Sometimes it's price. Sometimes we don't feel comfortable with where a prospect is taking us in terms of commercial negotiations. Sometimes it's an affinity for one of our competitors, between a CMO that knows a certain team. There are lots of different factors that go into it, and we're not going to win every pitch.

We need to go into every pitch with the right solution for clients, and then I feel great, again, about getting our fair share and actually exceeding our fair share and starting to win back the market share that we've lost.

Joanne Wilson (CFO)

Thanks for the question, Steve. Look, I'm always hesitant at this time of the year to give a net new business, 'cause there's a whole year to play for, there's a pipeline, et cetera. Let me share some of the data that we've already shared, and you'll be able to kind of broadly figure it out. Then I'll just give you some context around the pipeline. Last year, we said that, you know, our gross wins were 300 to 400 basis points of drag, and then we ended up at the top end of that. And we said that the net new business impact was about 150 basis points for 2025. Really encouraging, the gross win impact for 2026 exceeds that gross win impact in 2025.

That really reflects, in recent months, the new business, the better new business performance that we've seen, and that's really encouraging. You know, 2025 was a much lower activity year for new business. What we have seen in recent months is the pipeline activity building up again, which is also encouraging. I would also. I often get asked, "What's defensive? What's offensive?" It's quite very interesting. When you look at the pipeline and the opportunities, it's less black and white than that. It's, oftentimes you're defending some scope of work, but you also have an opportunity to win more. So it's getting much more nuanced.

As I said, encouraged by the activity, the pickup in the pipeline and of course, the, the momentum that we've seen in recent months.

Tom Singlehurst (Head of Investor Relations)

Perfect. I'm just gonna do a couple of questions from the webcast, and then I will get back to the room. First one is on the broader strategic shift at WPP to become a more holistic partner to solve challenges for clients. Does this increasingly take WPP into competition with different competitors, and how well do you think you are positioned to win against them?

Cindy Gallop (CEO)

I guess that's for me, right?

Tom Singlehurst (Head of Investor Relations)

Yeah.

Cindy Gallop (CEO)

Look, I think, I think we have all the ingredients we need to win. Like, we have, as I said, amazing talent, incredible capabilities, fantastic technology and technology partnerships. We have scale. We have the trust of our clients, which is super important. What we need to do now is pull it all together into an integrated proposition and lead with our agentic marketing platform. When we do that, I think what you're seeing is we're pretty hard to beat for clients that are ready for that. Like, not all of our clients are on a journey. Some are really at the very beginning, some are way down the line, and most are somewhere in between.

When you see the power of that turn up in your office and the growth that we can deliver, again, without compromising on data ownership, it's a very strong proposition. I feel very confident, that we're gonna be in a great position to deliver this on a repeatable, sustained basis.

Tom Singlehurst (Head of Investor Relations)

Perfect. One more from the webcast before coming back to the room. It's on a very important topic, which is leverage, so I presume for Joanne. A question here about clarifying the leverage framework. You previously guided to a net leverage target of 1.5-1.75 times. Has this target been withdrawn, and how do you manage the process with the rating agencies regarding an investment-grade rating?

Joanne Wilson (CFO)

You know, what we've clearly showed today in our capital allocation framework is our commitment to an investment-grade balance sheet, that feels more relevant as we progress through Elevate's 20-year plan. It feels more relevant than the historic range that we had, and we are very committed to that investment-grade balance sheet. I think, as I said in my remarks, that's reinforced with the Fitch Ratings. I just want to spend a bit of time on leverage as well. You know, leverage is really driven by, obviously, EBITDA and net debt. Our net debt, our average net debt, through 2025, has actually come down slightly. Our elevated leverage is a result of that lower EBITDA.

Hopefully, as you've heard today, we presented a plan that is gonna get us back to growth. Obviously, with that will follow improved margin profitability, improved cash generation, and we'll help that out. We also talked about the importance of reducing our gross debt. We talked about the role that the portfolio review will play in that. You know, over the course of Elevate28, we expect our leverage to come down. We do have liquidity at the end of the year of GBP 4.4 billion, our maturity profile is 5.8 years. We recently refinanced our bond, et cetera, and so we're in a very strong position. In terms of the rating agencies, I mean, many of them are here today, and we have a very strong relationship with the rating agencies.

We engage with the rating agencies, we listen to what's important from their perspective, and like all stakeholders, we take that into consideration as we ensure that we're making the right decisions and taking the right actions to ultimately deliver long-term returns for all of those stakeholders.

Tom Singlehurst (Head of Investor Relations)

Okay, let's come back to the room. Can we go to Julian at the back? Oh, sorry. Yeah, we need to get the microphone back. Sorry.

Julien Roch (Managing Director and Senior Equity Research Analyst)

Julien Roch, Barclays. Looking at page 41, you have a production CAGR of a 2024-2028 of -1% for the industry. I saw you with a growing part of agency services, why the decline for the industry, what can WPP Production can grow at? That's my first question. On organic, accelerate organic growth in 2028, previous CEO had a 3%+ organic guidance. If everything goes according to plan, what's your cruising altitude? What is your ambition? Lastly, moving from holding company to single company, does that mean one P&L per country, or will you still have separate P&L for the new four entities, or will you still have separate P&L per agencies?

Cindy Gallop (CEO)

Sorry, Joanne, I think you're on.

Joanne Wilson (CFO)

I might need you to repeat your second question, let me answer the first and the third first, and we can come back to that. Yeah, look, on production, I shared this in my remark, prepared remarks, that there's subdued growth in production overall. That's not the way to look at what production can mean for our business and how that can contribute to our growth. Hundreds and hundreds of millions of dollars that our clients spend on their production today goes outside of WPP. It goes to a variety of third-party providers, hopefully, as you saw today as well, production is being completely revolutionized and transformed by AI. We talked about particular parts of production, high velocity production, which is growing at 38%. That's a very small part of the production market today, it is a huge opportunity.

As the largest agency globally, and with the investment that we're making in content studios and with our team, we're incredibly well-placed to take advantage of that. Also, with the WPP Production consolidation, we are much fitter for purpose to really internalize a lot of that client spend, which we can, in an integrated proposition, make it more efficient for our clients. It's really a win-win, and our clients are getting the very best of production capability in the market, on that AI investment as well. In terms of the P&Ls, so how we will operate, and maybe I'll start with WPP Creative and then look at it overall. The WPP Creative will run on P&Ls.

The regional and market models will merge media, and in certain markets as well, actually, those media and creative and production operations and teams will be even more integrated. We will have 1 P&L for a WPP Creative business for the markets. For the agencies, we will still measure them on their revenues and their contributions, that will not be the lead P&L. Across the other 4 areas, of course, they will each have their P&Ls that will roll up to WPP overall. I think the most important thing is, as we talked today about the incentives, we have redesigned our incentive model so that it's much more aligned, everybody's much more aligned on a WPP outcome, and we struck that balance right, where it's still incentives that people can really influence as well.

A much simpler, P&L structure, even if I didn't...

Cindy Gallop (CEO)

Can I just to, just to build on that, 'cause I'm trying to see what's behind your question. Please don't underestimate the enormity of the change that we're making. We're moving from hundreds of standalone operating companies to four operating units across four regions, this common incentive that is linked to WPP's overall performance is gonna change behavior in very dramatic ways. It's gonna take all the friction out of the organization. It's gonna make us much more client-obsessed. It's gonna enable us to put the right resource in front of the right client at the right time. I just wanted to say, please don't underestimate what's involved in making these changes that we're proposing.

Joanne Wilson (CFO)

Julian, I think your second question was around our ambition on organic growth, if that's right?

Julien Roch (Managing Director and Senior Equity Research Analyst)

That's right.

Joanne Wilson (CFO)

You know, I said we weren't going to give specific, medium-term targets, and that was quite intentional. We talked about the III Phases. The job that we have to do as a management team in 2026 is to stabilize the business, continue to build on that new business momentum, and improve our client retention. That will get us back to growth at some point during 2027, and then we will accelerate from there. You know, I'm intentionally not putting a number on it, but that will give you a sense of what we're expecting in terms of the trajectory.

Julien Roch (Managing Director and Senior Equity Research Analyst)

No, I understand that you don't want to give us a, like, 28 numbers. It is more. Actually, it's probably more a question for Cindy, right? What's your ambition in terms of growth rate in five years, in 10 years, you know? What would you consider success for WPP? Is achieving the previous target of 3%, or you actually have more ambition than that?

Joanne Wilson (CFO)

Well-

Julien Roch (Managing Director and Senior Equity Research Analyst)

Withougiving us a year or whatever, but what's the.

Cindy Gallop (CEO)

I'd like to get to the end of Elevate28, capturing our fair share of the market, and then go beyond. Look, in the short term, I'm absolutely focused on delivering growth for clients, building on our market momentum, and stabilizing our performance. That will remain our short-term focus.

Tom Singlehurst (Head of Investor Relations)

Can we go with Annick?

Annick Maas (Senior Equity Research Analyst specializing in European Media)

Thank you for the presentation. Anick Maas from Bernstein. My first question is, as a company which is employing 100,000 people in a world where change is becoming more and more, it's accelerating, basically, how can you stay nimble and, you know, keep up with this pace? What are the challenges here? The second one is on AI, this is probably for Jen, and it's more conceptually. I guess AI is leading to self-efficiencies in terms of absolute numbers of staff, but you also have an unprecedented industry structure with 1 less player. How do you think conceptually about number of staff in absolute and staff cost inflation in the next years? Then you spoke about the rationalization of the portfolio. I suspect you speak with a few players. Who are these potential buyers? Thank you.

Cindy Gallop (CEO)

Good. Look, I'll say in terms of staying nimble, that's a continuous process, right? Where we invest in skilling and building new capabilities in our employees on a continuous basis. We have creative technology apprenticeships. We have all kinds of formal AI coaching and training that we put our people through. I think it also, it's about also staying close to our partners. We have what we call forward-deployed engineers, we take resources from our technology partners, we put them into our organization, we train them on our platform, we send them into clients to co-innovate on new solutions. I think just being in and around this environment creates a very, as I said, very AI-native mindset, where we can just continuously build these capabilities. These aren't capabilities you build through, you know, formal online training.

You have to get your hands on it and actually put it to work for clients, and that's really how we're staying nimble and in front of things. Do you wanna take the question on?

Joanne Wilson (CFO)

Yeah. Thank you for the question, because I think, Nico, I think it was you that asked me about AI efficiencies, and I was going to answer. Look, as we look at the business going forward, undoubtedly, if nothing else changed, we can do more with less. We can do a lot more with a lot fewer people, but it's never as just as simple as that. You know, what we're able to do now for our clients is,before we might have created five ads, and we were managing that. Now it might be 1,000 ads, and they're very different how those ads need to be used to target audiences and drive returns. That's requiring different skills, and different talent in the organization.

Now, some of that, we are upskilling our people, some of that we're bringing new talent into the organization. If you think about the plan that we shared today, we will be reallocating talent around the business. Yes, we will be delivering cost savings, and then the people in a business where most of our cost savings are people, that will mean a reduction of certain heads, so we will be reinvesting back into talent, different types of talent, commerce talent, influencer talent, much more analytics talent. You know, we already have that at scale today, but really, those are the areas that we will be investing in, and with that will come a different profile.

In terms of how we measure it, the most important metric will be revenue per head, and that will reflect also our ambition to grow, do more with people, decouple, our revenue model from our FTEs. That's really all around our client delivery. You know, in the back office, there's an opportunity, we're already doing it in pockets. You know, how do we leverage Open? How do we leverage AI to drive productivity savings in our back office? With our the plans over Elevate28, we will do much more of that, much more at scale, and on a standardized level. Just in terms of the question, is there AI productivity that you asked built into the GBP 500 million?

There is on the back office side, but on the front office, the way we think about it is, we are creating productivity efficiencies in how we do things, but we're reinvesting that back into delivering even more value, even more outcomes for our clients, and then that feeds into, the evolution of our commercial model as well. That's all built into, our plans. We don't pull out and say we're gonna deliver, productivity savings from that delivery. We think about it much more holistically.

Tom Singlehurst (Head of Investor Relations)

Portfolio.

Annick Maas (Senior Equity Research Analyst specializing in European Media)

The buyers.

Joanne Wilson (CFO)

The buyers. Well, look, as we shared, particularly the people business, incredibly sensitive, and, we're not at a point where we're ready to share externally. What is important is that we've seen an opportunity where we have embedded value of great assets that we have, and that will give us greater degree of financial flexibility, it will enable us to target our capital allocation more. You know, for some of these assets, there are many buyers, some of them are attractive assets.

Tom Singlehurst (Head of Investor Relations)

Can we go with Kieran? Yeah. Welcome.

Speaker 16

Yeah. Thanks, Tom, and thanks for the presentation. Couple left for me. Joanne, maybe just on your comments on 2027, can you clarify how we should understand the concept of growth during 2027? Should we think about that as implying a positive exit rate on like-for-likes, rather than necessarily positive like-for-like growth for FY 2027 in total? Maybe, Cindy, can you just give us a bit more color on the new incentives? I guess, how do you kind of balance it between individual remit and kind of growth targets? I guess, just in terms of what they look like versus the legacy incentive structures, how different are they? Jen, just finally, I mean-

On the legacy structures, do they roll off over a period of time, or, what is that phasing period between the new structures and the old structures going in? Thanks.

Joanne Wilson (CFO)

Very quick answer to your first, it's the latter. It's during 2027, so you should think about it as a positive exit rate rather than for 2027 as a whole.

Cindy Gallop (CEO)

On the incentives, basically, if you're sitting in an operating unit, your incentives are 50% tied to your operating unit and 50% tied to WPP. If you're in WPP as part of a corporate function, you're 100% WPP. If you're a GCL, you're paid on your client growth. It's that simple, and it's dramatically different from where we are today, where if you're in an agency, you're paid on your agency results primarily. That is very, very different, and that's why I think it's gonna unlock very different behavior, much different collaboration. You know, in the past, our agencies competed with each other. That was the model. Today, when we go into a pitch, we cast the right resource for the right client at the right time, and it enables that.

It enables a much more client-centric approach to the business.

Tom Singlehurst (Head of Investor Relations)

Perfect. I know we've got a couple-

Joanne Wilson (CFO)

Just to add, we're in front in 2026.

Cindy Gallop (CEO)

Yeah.

Tom Singlehurst (Head of Investor Relations)

Got a couple of people in the wings. I want to start with Anna, I think, at the back, then we'll come to you, sir.

Anna Patrice (Equity Research Analyst)

Thank you very much. Anna Patrice from Berenberg. A couple questions from my side. You were talking about the evolving remuneration part from time and material to project-based. Maybe how it has evolved in the past, over the last couple of years, like, what's the share of time and material overall, and where do you see that going into the future, and what could be the impact on your profitability? That's the first question. The second question, on the capital allocation, you were also referring to M&A. Just quickly, maybe what are you looking for? What are the things that are still kind of white spots for you, that you would like to enforce within the overall WPP? Thank you.

Joanne Wilson (CFO)

Shall I take the first one?

Cindy Gallop (CEO)

Yeah.

Joanne Wilson (CFO)

Just in terms of, you know, that evolution, That's the way you should think about it. This will be an evolution in our commercial model, and this is an evolution for the industry and for our clients as well. The 3 key areas that we look at, 1 is output-based pricing, and where we see more and more of that is in our production business today. We have performance or outcome-based pricing. We've talked a little bit about that. I mean, we've always had an element of that in our fee structures with clients, but that's becoming increasingly important, particularly as Brian shared you know, shared today, how we can measure that outcome more. The third element is just, you know, tech and labor fees as well.

You know, that can be through licensing fees, through bundles, through subscriptions, et cetera. All three of those we have in our business today. With many of our clients, for parts of work that we do for them, we're working with our clients to understand, what works best, what aligns structures. Some clients we have, going, much more majority outcome based, and others, it's more of an evolution of it. Really, that's the way to think about it. But, you know, very, very much encouraged by the shift that we're seeing. As we are more and more confident in what we can deliver for our clients, of course, that will create some more stickiness with clients. We see a big opportunity to enlarge the scope of what we do for clients.

You asked specifically on margin. You know, on a per unit basis, we often say,of course, if you just looked at it and everything else the same, it would be deflationary on revenue, 'cause we can produce units at a lower cost. Actually, what's more important and what clients are paying a premium for is all of that brand safety, the culture nuance, strategic input that we're bringing, and how we can drive more growth. We're able to do that in a much more efficient way, we're looking at this to be, ultimately, over time, margin enhancing for us.

Cindy Gallop (CEO)

Your question on M&A, again, I would just repeat that Phase I of our plan, we are really, really deeply focused on stabilizing our performance, delivering growth for our clients, and building on the current market momentum that we have. You know, as we get into later stage and free up capacity to invest in growth, we certainly will. I would. I stand by the statement, we have everything we need to win. As we create capacity to invest, I'll be looking to enhance in those growth areas that we mentioned: media, data, commerce, social influencer, and the, the growth areas. That's not the short-term focus. Short-term focus is on stabilizing our performance.

Tom Singlehurst (Head of Investor Relations)

Gentleman over here has been very patient.

Jérôme Bodin (Senior Equity Analyst)

Yes, Jérôme Bodin from ODDO BHF. Two questions. The first one on the WPP Creative. Just to make sure I have properly understood, will the idea be to pitch on WPP Creative or at the network level? That's my first question. Then also, still on WPP Creative, I have understood that the idea is to improve the mobility in terms of talent between all the networks. How do you plan to make these improvements from a pure HR perspective in terms of systems and HR architecture? I think it's not so easy. Second question on disposal. I fully understood that you can't give any names, but could you maybe explain what could be the idea in terms of a disposal?

Will it be an asset disposal at 100%, or could you partner with someone with a minority stake? Then linked to that, could we have an update on Kantar, on the state in Kantar, where you are and what do you plan? Thank you.

Jon Cook (Global CEO, WPP Creative)

I don't know. What was the last question?

Cindy Gallop (CEO)

Kantar.

Joanne Wilson (CFO)

Kantar.

Cindy Gallop (CEO)

Oh, Kantar. Okay. John?

Jon Cook (Global CEO, WPP Creative)

Yeah.

Cindy Gallop (CEO)

You wanna say a word on WPP Creative.

Jon Cook (Global CEO, WPP Creative)

Yeah.

Cindy Gallop (CEO)

Our CEO of WPP.

Jon Cook (Global CEO, WPP Creative)

Hi. You can see where I came from. Thank you. First of all, on WPP Creative, it's after being at some of these investor meetings in the past, it's nice not to come and talk about a big merger that we're going through in the age of creative agencies. I've done that before. We all know that game. You know, we've got in the analysis we've done in the last six months, we've got really powerful agencies. We've done that work in these last five years. I saw that just this week, The Drum Creative Rankings, number one, Ogilvy, number two, VML. It's not a superpower we want to walk away from. That's thing number one. I'm really excited about the strategy of not merging things, but getting behind our agencies.

That's a precursor to your first question, which is, we're not using WPP Creative as a brand or an agency. It's not an agency. It's an operating system that lets those great agencies, those very creative agencies, operate together. We have a couple beliefs. One, and we heard this from our clients. Our clients love our agencies. They love the choice. They love the creativity. They love the diversity, but they found it hard to work with them and found that either the clients or our GCLs, our global client leaders, had to do the navigation, and that was difficult. We're doing what we think is the best of both worlds, build around these great agencies, highly recognized, very creative agencies, but make it easier to navigate. WPP Creative is simply a way to navigate it. It's an operating system.

It's not an agency, with a very light layer of infrastructure between them to make that happen. If we do that, we will grow better than we ever have before, as WPP and as creative agencies. If we unite them in the right way, which we are, we have the second part of your question, which is the ability for talent to move around between those agencies or to team up for client assignments. That's something, we haven't had as well as we should have in the past. That mobility, the second part of your question, is key, and that's one of the reasons for the group. If we do this, we can also put better capability across all our creative agencies. Cindy talked about enterprise solutions. Jeff talked about it.

This will be different than other holding companies', creative agency groups, if you will, because of the embedded of everything Jeff and Cindy talked about with enterprise solutions. To your point, WPP Creative is not an agency. It's an operating system that lets the great agencies, the creative agencies of WPP, be great individually and be great together, and two, it allows for talent mobility.

Cindy Gallop (CEO)

Thank you, John. Thanks.

Joanne Wilson (CFO)

Jérôme, thanks for your question, and I hope you'll forgive me for not answering it. We're not gonna name any assets or give any further guidance today. We've carried out a complete strategic review of our group. We've identified assets that we feel we're probably not the best owners for in the long term. We've started a formal process, and as soon as we have anything to report, we will. Thanks for the question. I'll just follow up with Kantar, which you asked specifically about. I mean, Kantar, obviously, they sold the media part of the business last year, and they now have two divisions, Kantar Worldpanel and Kantar BrandZ.

Those two divisions, they've done a big lift in terms of those two, setting them up to operate independently, and that will be completed in the next few months. Obviously, that gives more flexibility, in terms of realizing value, from that business for both ourselves and BN, and we're very aligned with BN on the timelines for that. Nothing really more to add. I mean, I think just specific, specifically to your question on, could this reflect minority sales? Yes, it could. There may be some assets that we bring, majority owners into as well.

Tom Singlehurst (Head of Investor Relations)

Richard.

Richard Kramer (Managing Director and Senior Analyst)

Thanks very much. I will keep it to two questions. Richard Kramer from Arete Research. Cindy, you mentioned productizing WPP Open and Pro, and, you know, for the mid-market in particular. Do you see offerings like Meta and Andromeda and Google PaLM API as fundamentally competing with WPP, or do you see them as somehow complementary? The question for Brian, there's been a lot of recent discussion and disclosure around principal trading and rebates. How are you going to address this question of transparency going forward, and is this an opportunity in the market for you to take some more share?

Cindy Gallop (CEO)

Thanks for your question, Richard. As I said, there's a lot of point solutions out there. Some are tied to specific platforms. I think when companies start to stack all these up, it becomes expensive, complex, and you break the workflow. I think what we have is fundamentally different. It's an end-to-end platform. We are agnostic and independent in terms of how we invest our clients' media budgets. We have relationships with all the major platforms anyway. I think what's behind your question is, are we going to be,disintermediated by the big tech players? I don't think it's that easy to just turn on a solution in a client environment and watch the magic happen. This involves real transformation, and our clients need help.

You know, as I suggested, their data's not always ready, their people aren't always ready, their systems aren't always ready. I see a real opportunity in being that intelligent orchestration layer. We're not seeing a disintermediation dynamic play out in any way.

Brian Lesser (Global CEO)

In terms of principal trading, building compelling, performance-oriented products has always been a part of our business, Richard, as you know. In fact, WPP was really a pioneer in building products that drive value for clients. In many cases, those are part and parcel of the services that we provide our clients, and in other cases, it requires us to invest in technology, invest in our trading partners, invest in sources of data, and then pull all of that together on behalf of our clients to drive performance. In a lot of markets.

For a lot of different channels that we service, we do sell principal media products to our clients, and those products are actually built with our clients. They are asking us for more, frankly. Both Cindy and Joanne touched on the fact that our clients, in many cases, are CMOs. CMOs are under tremendous pressure to prove the value of marketing and grow their business. In many cases, they come to us and they say: "How can you help us navigate addressable television? How can you help us navigate social media or commerce or retail media?" With our clients, we design products where, in many cases, we have to invest in those products. It's a part of our business, and it's a growing part of our business, I expect it to continue to grow over time.

In terms of us taking share, I do think that we can take share through our investment in those products. Again, if you come back to our strategy with respect to technology, we're not trying to sell assets that we acquired for billions of dollars. We're trying to work with technology companies, data companies, media companies, to connect these things, to build products that drive better performance. In many ways, we are more impartial, more objective in how we construct our principle-based media products, and therefore, they're more compelling to our clients, and I expect they'll buy more of them over time.

Tom Singlehurst (Head of Investor Relations)

Okay. Now, we promised to get you out by midday. I've got a couple of questions, in fact, three from the house, and then we'll draw a line under it. First one for Joanne, once again, on leverage and the balance sheet. Could you please let us know if you intend to refinance the September 26th bond or out of cash or by issuing another bond? That was the first question.

Joanne Wilson (CFO)

That's easy. We've done that. We refinanced in December our EUR 1 billion bond, which covers that September maturity, and our next maturity after that isn't until May 27th.

Tom Singlehurst (Head of Investor Relations)

Okay. Second question, and we've had a couple of these, so I'm synthesizing them, but it's for you, Cindy, it's about the transition from moving from the board to being a CEO. Can you talk about the challenges and surprises during that process?

Cindy Gallop (CEO)

Oh, gosh, how long do we have? Look, I think on balance, it was a strategic advantage because I knew the team, I knew the business, I knew many of the clients, so I think I avoided the six-month onboarding experience that perhaps an outsider would. Actually, as I said, I had a thesis even before I arrived in the role, and so I just think it was a strategic advantage and helped me get to where I wanted to get to faster and actually started making changes relatively quickly. But there's always surprises along the way, right? We'll save that for another day.

Tom Singlehurst (Head of Investor Relations)

Final question. A couple of people have mentioned the Enterprise Solutions capability, the fact that it's 13% of revenue, and that feels high. Where has it come from? Is it... Where are the assets based, and, you know, what's their genesis? Might be one for Jon Cook and Jeff Geheb, but

Cindy Gallop (CEO)

Jeff, you want to take it?

Jeff Gaha (Global Head of WPP Enterprise Solutions)

Sure.

Cindy Gallop (CEO)

Okay, go for it.

Jeff Gaha (Global Head of WPP Enterprise Solutions)

Yes, the nature of where it came from is 10 years of acquiring companies, 10 years of building capability inside of our creative agencies, inside of really every company, inside of WPP, to be relevant, was expanding into new asks. They were expanding into CRM, they were expanding into technology because their value proposition required them to do it. What had happened over the years is that we had distributed capability all over the company and through the acquisitions, integrations, as Jon mentioned, specifically when VML and Wunderman Thompson came together, we began to pool all of these assets together, and we could bring them to clients in new ways that didn't require them to, I think, Cindy said, shop. They could come together in a holistic offering. Where would you have found it?

You would have found it in all the different PNLs, all the different regions, all the different markets. Really what we're doing now is just we're bringing them together, and we're putting under them under a framework where not every company or capability is competing onto itself. For the first time, you're going to find it seen outside of the context. This is in a startup. I mean, we've been doing this for a while. We've been competing on this for a while, you'll just find it under VML. You would find it in Ogilvy. You would find it distributed throughout the network. That's where it came from.

Cindy Gallop (CEO)

We're strapping, rocket boosters to-

Jeff Gaha (Global Head of WPP Enterprise Solutions)

Yeah, that's right.

Cindy Gallop (CEO)

WPP Enterprise Solutions.

Jeff Gaha (Global Head of WPP Enterprise Solutions)

That's right.

Cindy Gallop (CEO)

Good. Shall I wrap?

Brian Lesser (Global CEO)

Yeah.

Cindy Gallop (CEO)

Okay, super. Look, I want to thank you all for joining us today. I mean, I've met many of our shareholders, individually over the past few months, and I'm genuinely always grateful for your insights and for your support. Thank you. I want to thank you from the bottom of my heart for your trust in us, and we really look forward to sharing our journey as we move forward. Thank you all for coming and for listening. Thank you.