WPP has launched WPP Production, a move that consolidates all of WPP’s production resources into a single team and does away with its Hogarth brand.
In what WPP described as a “strategic decision,” its nearly 10,000 creative producers will be brought together with all teams working on a single platform based on WPP Open. This, the holdco said would confer “innovation”, “scale” and “production excellence” benefits to client work.
WPP said it is committing “significant” investment to talent and technology too, using generative AI, virtual and hybrid production to improve content pipelines.
It is also launching what it’s calling the “high velocity content studio”. This it says is an “industry-leading integrated production plus media solution which puts audiences at the heart of content strategy and drives performance through data and real-time optimisation”.
WPP Production will have a footprint in more than 40 cities around the world and will expand with a “number of significant studio locations around the world” based on the foundations of the Hogarth Studios network.
Richard Glasson, global CEO of Hogarth with oversee the new WPP Production as its CEO.
“This is a transformative moment for us and, more importantly, for our clients,” said Glasson. “Bringing all of WPP’s craft expertise together in WPP Production reinforces our position at the heart of WPP’s integrated offering. It allows us to activate the full collective power of WPP – its talent, creativity, technology and data – to redefine content creation. We are focused on delivering smarter, more innovative and world-class storytelling that drives business for our clients.”
Cindy Rose, CEO of WPP, added: “The launch of WPP Production is a cornerstone of our strategic vision to integrate our services, making it easier for clients to access WPP’s full spectrum of capabilities. In a rapidly evolving landscape where content is king, WPP Production will be the powerhouse that enables us to be the trusted growth partner for our clients. This is about delivering exceptional value and setting new benchmarks for the quality and scale of content production worldwide.”
The transition to WPP Production will take effect on 23 February 2026.
