WPP has unveiled WPP Production, a new global production platform that brings together Hogarth and production teams across the group, in a move designed to scale content creation, accelerate AI-enabled workflows and simplify access to production services for clients.
The launch sees WPP unify all creative producers across its network into a single global organisation, positioning WPP Production as the group’s central engine for content origination, production and delivery in the AI era.
Richard Glasson, Global CEO of Hogarth, will oversee the new operation as CEO of WPP Production.
Bringing Hogarth and WPP’s production teams under one roof
WPP Production combines the capabilities of Hogarth with WPP’s wider production resources, consolidating creative producers across agencies into one globally connected platform.
The restructure is intended to increase collaboration, standardise workflows and improve speed and efficiency, while maintaining local market expertise and cultural nuance across more than 40 cities.
According to WPP, the move creates the world’s largest creative production organisation, with close to 10,000 people delivering content across channels, formats and geographies.
Glasson said the launch marked a significant shift for both the company and its clients.
“This is a transformative moment for us and, more importantly, for our clients. Bringing all of WPP’s craft expertise together in WPP Production reinforces our position at the heart of WPP’s integrated offering,” he said.
“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.”
Focus on AI, speed and high-velocity content
At the centre of WPP Production is a push to modernise content pipelines through generative AI, virtual and hybrid production, and data-led optimisation.
WPP said it will invest heavily in talent, technology and infrastructure, including expanding its global studio network following recent developments such as the launch of a major virtual production studio in London.
A key component of the new platform is the launch of a high-velocity content studio, which integrates production and media to deliver real-time optimisation and performance-driven creative at scale.
All teams will operate on a single platform powered by WPP Open, enabling AI-driven workflows and consistent production standards across markets.
WPP CEO Cindy Rose
A cornerstone of WPP’s integrated strategy
The launch of WPP Production forms part of WPP’s broader push to integrate creative, media and production services more closely, reducing complexity for clients and enabling faster access to the group’s full capabilities.
Cindy Rose, CEO of WPP, said the new platform is central to the company’s long-term vision.
“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,” she said.
“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.”
Global scale with local expertise
WPP Production will continue to operate with a strong local-market focus while delivering global consistency and scale for multinational clients.
WPP said clients can expect faster turnaround times, greater cost efficiency and access to a wider range of production solutions, with WPP Production positioned as a long-term strategic partner rather than a standalone supplier.
The transition to WPP Production will take effect from 23 February 2026, with Hogarth becoming part of the new global platform.