WPP launches WPP Production

London: WPP is rewiring its production muscle. The world’s biggest advertising group on Thursday unveiled WPP Production, a new global platform that pulls together Hogarth and WPP’s sprawling production capabilities into a single, AI-powered content powerhouse aimed squarely at accelerating client growth.

The move collapses years of distributed production expertise into one integrated operation, promising speed, scale and cinematic-quality storytelling at industrial volume. WPP Production will bring together all creative producers across the network, backed by heavy investment in generative AI, virtual production and a rapidly expanding global studio footprint.

Richard Glasson, global ceo of Hogarth, will lead the new unit as ceo of WPP Production, placing the long-time production specialist at the centre of WPP’s push to dominate content creation in an always-on, platform-driven world.

WPP said the launch reflects a fundamental shift in how brands need content made and delivered. As audiences fragment and formats multiply, production is no longer a back-end function but a growth lever.

At the heart of WPP Production are four priorities: building a single global craft organisation; integrating agency producers across brands; re-engineering content origination through AI and hybrid production; and launching a high-velocity content studio that blends production and media, using data and real-time optimisation to drive performance.

“This is a transformative moment for our clients,” Glasson said, adding that unifying WPP’s production talent allows the group to activate its full creative, technological and data firepower to deliver smarter, faster and more effective storytelling.

Cindy Rose, ceo of WPP, described the new unit as central to the company’s broader integration strategy. With content volumes exploding and quality expectations rising, she said WPP Production would make it easier for clients to access the group’s full range of capabilities while setting new benchmarks for scale and craft.

The new organisation will operate on a single global platform powered by WPP Open, using AI-driven workflows to boost efficiency and consistency across markets. WPP Production will employ close to 10,000 people and operate in more than 40 cities, combining local cultural expertise with global delivery.

Investment will flow into infrastructure as well. Building on the Hogarth Studios network and a recently opened virtual production facility in London, WPP plans to roll out major studio locations worldwide to ensure always-on access to cutting-edge production environments.

For clients, WPP is promising faster turnaround, lower costs and more flexible, data-led content solutions capable of speaking to every audience, on every channel, at every moment.

The transition to WPP Production takes effect on 23 February 2026. In an industry where content has become currency, WPP is making its bet clear: whoever controls production controls growth.