WPP’s new chief executive, Cindy Rose, has wasted no time stamping her mark on the advertising group, rolling out fresh leadership appointments and a bold directive that all staff must become “AI superusers.”
Rose officially stepped into the top job on September 1, succeeding Mark Read after his seven-year tenure. Barely a week later, she announced a string of “strategic global leadership appointments” that rewire the group’s senior ranks.
Devika Bulchandani, formerly global CEO of Ogilvy, has been promoted to WPP’s global chief operating officer, replacing Andrew Scott, who is set to retire after 27 years. Laurent Ezekiel will take Bulchandani’s former post as global CEO of Ogilvy, while Floriane Tripolino becomes CEO of WPP Open X.
These moves come as Rose inherits a business grappling with negative growth, client losses and internal unrest over a return-to-office policy. Yet her message to staff at a global town hall was one of optimism and clarity, anchored on three principles: putting people first, winning for clients and harnessing the power of AI.
If there was one theme that dominated Rose’s remarks, it was artificial intelligence. She said that AI will shape “the future of WPP and our client relationships,” urging every employee to install and use WPP Open, the company’s proprietary AI platform. “Every laptop and phone [should] have WPP Open installed”.
According to Rose, AI is no longer a nice-to-have. “We’ve made significant investments in building market-leading AI capabilities and solutions and we need to lead with these in every client conversation to deliver efficiency and quality to our clients and delight them with cutting-edge innovation, creativity and business outcomes”.
Rose claimed that she wants every employee to become an “AI superuser” and learn to manage AI agents like colleagues.
Rose takes the helm at a turbulent time. The group has lost marquee accounts, including Mars, Coca-Cola’s US media business and PayPal. A back-to-office mandate requiring staff to be in the office four days a week sparked backlash from employees. And its share price has lagged behind that of its competitors.
Her solution begins with culture, claiming that “this is a people business at its core”.
“Priority number one will be to create an environment to help you grow as professionals.” She framed her leadership as a “cultural transformation” aimed at making WPP “the home for the world’s most exceptional talent,” she told staff.
On the client front, Rose said she has already spoken with WPP’s top 50 clients and wants the group to be “famous for being completely client-obsessed.” She described recent account losses as “learning moments” and committed to aligning talent, culture and innovation with delivering client value.
This news marks an aggressive start for Rose. While she has not yet unveiled a formal commercial strategy, early signals suggest that future growth will depend on talent, culture, client obsession, and the ability of WPP’s people to harness new technologies at scale.
“I believe the best of WPP is yet to come, and I want to work together to write the next chapter in WPP’s history, a new WPP,” Rose declared in a follow-up memo to staff.
