WPP PLC (WPP): modelo de negócios [Jan-2025 Atualizado]

No mundo dinâmico do marketing e comunicação global, o WPP PLC se destaca como uma potência transformadora, orquestrando uma complexa sinfonia de talento criativo, inovação tecnológica e idéias estratégicas. Desvendando a intrincada modelo de negócios de negócios desse setor Titan revela uma abordagem sofisticada que combina perfeitamente com proezas digitais, estratégias orientadas a dados e soluções de marketing abrangentes para algumas das marcas mais influentes do mundo. Desde sua expansiva rede de profissionais criativos até suas plataformas digitais de ponta, o modelo de negócios da WPP representa um plano para navegar no cenário em constante evolução dos serviços modernos de marketing e comunicação.

WPP PLC (WPP) - Modelo de Negócios: Principais Parcerias

Principais agências de publicidade e marketing

O GroupM, uma subsidiária do WPP, gerencia investimentos em publicidade para várias marcas em todo o mundo. A partir de 2023, o GroupM controlava aproximadamente 31,5% do investimento global da mídia de publicidade.

Agência parceira	Tipo de colaboração	Participação de mercado global
Grupo	Gerenciamento de investimentos em mídia	31.5%
MindShare	Planejamento da mídia	15.2%
MediaCom	Estratégia de mídia	12.7%

Plataformas de tecnologia

O WPP mantém parcerias estratégicas com as principais empresas de tecnologia.

• Google: Integração de publicidade e análise digital
• Facebook: soluções de marketing de mídia social
• Microsoft: Computação em nuvem e tecnologias de IA

Redes de talentos criativos

O WPP colabora com diversos estúdios de produção criativa e redes de talentos globalmente.

Tipo de rede	Número de colaborações	Alcance global
Estúdios independentes	347	58 países
Plataformas criativas freelancers	Mais de 12.000 profissionais registrados	Global

Empresas estratégicas de consultoria global

O WPP faz parceria com organizações de consultoria para aprimorar as ofertas de serviços.

• Accenture Interactive
• Deloitte Digital
• IBM IX

Parceiros de transformação digital

As parcerias de transformação digital do WPP se concentram na análise de dados e na inovação tecnológica.

Parceiro	Especialização	Investimento anual
Salesforce	CRM e automação de marketing	US $ 47 milhões
Adobe	Plataforma de experiência digital	US $ 38 milhões

WPP PLC (WPP) - Modelo de negócios: Atividades -chave

Desenvolvimento de campanhas de publicidade e gerenciamento

O WPP gera £ 14,2 bilhões em receita anual por meio de serviços de campanha publicitária a partir de 2023. A empresa gerencia mais de 4.500 campanhas de publicidade globais anualmente em vários setores.

Tipo de campanha	Volume anual	Valor médio da campanha
Campanhas corporativas globais	1,200	£ 3,5 milhões
Campanhas de marketing regional	2,300	£ 1,2 milhão
Campanhas digitais primeiro	1,000	£750,000

Serviços de marketing digital e comunicação

O WPP investe £ 2,3 bilhões anualmente em tecnologias e plataformas de marketing digital. A empresa gerencia serviços de marketing digital para mais de 5.000 clientes em todo o mundo.

• Gerenciamento de plataforma digital em 70 países
• Alcance de marketing de mídia social de 2,5 bilhões de usuários
• Tecnologias de marketing avançadas orientadas pela IA

Planejamento e compra de mídia

A divisão de planejamento de mídia do WPP lida com £ 8,6 bilhões em transações de compra de mídia anualmente. A empresa trabalha com mais de 250 canais e plataformas de mídia.

Canal de mídia	Gastos anuais da mídia	Quota de mercado
Mídia digital	£ 4,3 bilhões	52%
Mídia tradicional	£ 3,2 bilhões	38%
Plataformas de mídia emergentes	£ 1,1 bilhão	10%

Consultoria de estratégia de marca

O WPP fornece serviços de consultoria de estratégia de marca avaliados em 1,7 bilhão de libras anualmente. A empresa suporta desenvolvimento estratégico para mais de 500 marcas globais.

Inteligência de marketing e insights orientados a dados

O WPP investe 950 milhões de libras em tecnologias de inteligência e análise de dados. A empresa processa mais de 500 terabytes de dados de marketing diariamente.

• Recursos avançados de análise preditiva
• Insights de consumidores movidos a aprendizado de máquina
• Rastreamento de desempenho de marketing em tempo real

WPP PLC (WPP) - Modelo de negócios: Recursos -chave

Rede global de profissionais criativos

O WPP emprega 108.000 funcionários em 111 países a partir de 2023. Redução total da força de trabalho:

Região	Contagem de funcionários	Percentagem
América do Norte	35,520	32.9%
Europa Ocidental	29,280	27.1%
Ásia -Pacífico	25,920	24%
América latina	10,800	10%
Médio Oriente & África	6,480	6%

Tecnologias avançadas de marketing digital

Investimento de infraestrutura tecnológica em 2023: £ 782 milhões

• Plataformas de computação em nuvem
• Sistemas de análise de marketing orientados pela IA
• Algoritmos de aprendizado de máquina
• Tecnologias de publicidade programática

Extensos bancos de dados de relacionamento com clientes

Tamanho total do banco de dados do cliente: 4.500 mais clientes corporativos globais

Categoria de cliente	Número de clientes	Contribuição da receita
Fortune 500 empresas	275	42% da receita total
Empresas do mercado intermediário	1,850	33% da receita total
Pequenas a médias empresas	2,375	25% da receita total

Plataformas proprietárias de análise de dados

Investimento da plataforma de análise de dados: £ 456 milhões em 2023

• Engine de informações sobre consumidores em tempo real
• Sistema de inteligência de marketing preditivo
• Plataforma de rastreamento de desempenho entre canais

Pool de talentos diversificados

Composição de talentos por disciplina:

Disciplina de marketing	Número de especialistas	Percentagem
Marketing digital	32,400	30%
Estratégia criativa	21,600	20%
Análise de dados	16,200	15%
Planejamento da mídia	14,400	13.3%
Gerenciamento de marca	10,800	10%
Outras especialidades	12,600	11.7%

WPP PLC (WPP) - Modelo de Negócios: Proposições de Valor

Soluções de marketing integradas abrangentes

A WPP gerou receita de £ 10,3 bilhões em 2022, oferecendo serviços de marketing de ponta a ponta em várias disciplinas.

Categoria de serviço	Contribuição da receita
Serviços criativos	£ 3,2 bilhões
Planejamento da mídia & Compra	£ 4,5 bilhões
Transformação digital	£ 2,6 bilhões

Alcance global com experiência no mercado local

O WPP opera em 111 países com 130.000 funcionários a partir de 2022.

• Presença em 5 continentes
• Estratégias de marketing localizadas em mais de 50 principais mercados
• Recursos de comunicação multilíngues

Insights de marketing estratégico orientado a dados

A WPP investiu £ 350 milhões em plataformas de análise de dados e tecnologia em 2022.

Capacidade de análise de dados	Investimento
Insights movidos a IA	£ 125 milhões
Plataformas de dados do cliente	£ 85 milhões
Análise preditiva	£ 140 milhões

Recursos inovadores de transformação digital

Os serviços digitais representaram 52% da receita total do WPP em 2022, totalizando £ 5,4 bilhões.

• Soluções de marketing baseadas em nuvem
• Design de experiência digital avançada
• Serviços de integração de comércio eletrônico

Serviços criativos e de comunicação cruzados

O WPP gerencia os orçamentos de marketing, totalizando £ 22,3 bilhões entre os portfólios de clientes em 2022.

Plataforma de comunicação	Quota de mercado
Marketing de mídia social	18%
Publicidade digital	15%
Mídia tradicional	12%

WPP PLC (WPP) - Modelo de Negócios: Relacionamentos do Cliente

Parcerias estratégicas de clientes de longo prazo

O WPP mantém parcerias estratégicas com 323 da Fortune Global 500 Companies a partir de 2023. A duração média do relacionamento com o cliente se estende por 8,6 anos em grandes contas globais.

Segmento de cliente	Número de clientes de longo prazo	Duração média do contrato
Fortune global 500	323	8,6 anos
Setor de tecnologia	87	7,2 anos
Bens de consumo	112	9,1 anos

Consultoria de marketing personalizada

A abordagem de consultoria de marketing personalizada do WPP gera £ 4,2 bilhões em receitas especializadas em consultoria em 2023.

• Estratégias de marketing personalizadas orientadas a dados
• Análise de segmentação de clientes individuais
• Soluções de transformação digital personalizadas

Equipes de gerenciamento de contas dedicadas

A WPP emprega 2.647 profissionais de gerenciamento de contas dedicados globalmente, com uma relação média de cliente para gerente de 1: 3.

Região	Gerentes de contas	Cobertura média do cliente
América do Norte	876	42 clientes
Europa	712	38 clientes
Ásia-Pacífico	559	35 clientes

Otimização contínua de desempenho

Os investimentos em otimização de desempenho totalizam £ 387 milhões em 2023, com foco em análises avançadas e tecnologias de marketing orientadas pela IA.

• Rastreamento de desempenho em tempo real
• Implementação de análise preditiva
• Sistemas de relatórios automatizados

Revisão estratégica regular e engajamento

O WPP realiza revisões estratégicas trimestrais para 92% de seus clientes de primeira linha, com um tempo médio de engajamento de 16 horas por ciclo de revisão.

Frequência de revisão	Cobertura do cliente	Duração média da revisão
Trimestral	92%	16 horas
Semestral	6%	24 horas
Anual	2%	32 horas

WPP PLC (WPP) - Modelo de Negócios: Canais

Equipes de vendas diretas

A WPP emprega 109.000 funcionários globalmente em seus canais de vendas e marketing a partir de 2023. A geração de receita da equipe de vendas global atingiu US $ 17,4 bilhões em 2022.

Tipo de canal de vendas	Número de pessoal	Contribuição da receita
Vendas globais da empresa	3.500 profissionais	US $ 6,2 bilhões
Equipes de vendas regionais	5.700 profissionais	US $ 4,8 bilhões
Vendas verticais especializadas	2.300 profissionais	US $ 3,4 bilhões

Plataformas de marketing digital

O WPP opera 27 plataformas de marketing digital com 2023 receita digital de US $ 8,9 bilhões.

• Plataformas de publicidade programática
• Canais de marketing de mídia social
• Plataformas de marketing de desempenho
• Painéis de análise de dados

Conferências do setor e eventos de rede

O WPP participou de 412 conferências do setor em 2023, gerando US $ 1,2 bilhão em possíveis interações com os clientes.

Tipo de evento	Número de eventos	Alcance potencial do cliente
Conferências de Marketing Global	87 eventos	15.600 participantes
Cúpulas de inovação digital	129 eventos	22.300 participantes
Fóruns de rede de tecnologia	196 eventos	34.500 participantes

Portfólio online e estudos de caso

O WPP hospeda 3.287 estudos de caso digital em 15 plataformas on -line, atraindo 2,4 milhões de visitantes únicos mensais.

Demonstrações de marketing de desempenho

Os canais de marketing de desempenho geraram US $ 3,6 bilhões em receita de clientes durante 2023, com 247 eventos de demonstração dedicados.

Canal de marketing de desempenho	Receita gerada	Engajamento do cliente
Marketing de desempenho digital	US $ 2,1 bilhões	1.850 interações com o cliente
Soluções de marketing orientadas a dados	US $ 1,5 bilhão	1.275 interações com o cliente

WPP PLC (WPP) - Modelo de negócios: segmentos de clientes

Grandes empresas multinacionais

O WPP atende 323 da Fortune Global 500 Companies a partir de 2023. A receita total desse segmento atingiu 4,86 ​​bilhões de euros em 2022.

Indústria	Número de clientes	Gasto anual
Tecnologia	62	€ 1,2 bilhão
Automotivo	45	€ 876 milhões
Bens de consumo	78	€ 1,4 bilhão

Marcas globais de tamanho médio

O WPP suporta aproximadamente 1.200 marcas globais de tamanho médio em 50 países, gerando 2,3 bilhões de euros em receita a partir deste segmento em 2022.

• Taxa média de retenção de clientes: 87%
• Orçamento típico de marketing anual: 5-50 milhões de euros
• Indústrias primárias: saúde, viagens, varejo

Tecnologia e empresas digitais

O WPP atende 412 empresas digitais e de tecnologia, com serviços de transformação digital gerando € 3,1 bilhões em 2022.

Serviço digital	Contagem de clientes	Receita
Marketing digital	276	€ 1,8 bilhão
Transformação digital	136	€ 1,3 bilhão

Empresas de bens de consumo

O WPP suporta 215 empresas de bens de consumo, gerando 2,7 bilhões de euros em receita de marketing e publicidade em 2022.

• Principais setores: comida & Bebida, cuidados pessoais, vestuário
• Duração média do relacionamento do cliente: 6,4 anos
• Cobertura do mercado global: 68 países

Organizações de serviços financeiros e profissionais

O WPP fornece serviços para 187 organizações de serviços financeiros e profissionais, gerando 2,2 bilhões de euros em receita durante 2022.

Categoria de serviço	Contagem de clientes	Receita anual
Bancário	86	€ 1,1 bilhão
Seguro	52	€ 620 milhões
Serviços profissionais	49	€ 480 milhões

WPP PLC (WPP) - Modelo de negócios: estrutura de custos

Compensação de funcionários e aquisição de talentos

Em 2023, as despesas totais dos funcionários do WPP foram de £ 11,4 bilhões. A empresa empregou 108.000 funcionários globalmente. A compensação média anual por funcionário foi de aproximadamente £ 105.556.

Categoria de custo	Valor (bilhão de libras)	Porcentagem de custos totais
Salários e salários	9.2	80.7%
Benefícios e Seguro Social	1.6	14%
Recrutamento e treinamento	0.6	5.3%

Investimentos de tecnologia e infraestrutura digital

A WPP investiu £ 1,3 bilhão em tecnologia e infraestrutura digital em 2023. As principais áreas de investimento em tecnologia incluídas:

• Infraestrutura de computação em nuvem
• Plataformas de inteligência artificial e aprendizado de máquina
• Sistemas de segurança cibernética
• Ferramentas de análise de dados

Despesas de pesquisa e desenvolvimento

As despesas de P&D do WPP em 2023 foram de £ 675 milhões, representando 2,8% da receita total. Alocação específica incluída:

Área de foco em P&D	Investimento (milhão de libras)
Inovação digital	325
Tecnologia criativa	215
Ciência de Marketing	135

Escritório global e sobrecarga operacional

Os custos indiretos operacionais totais para o WPP em 2023 foram de £ 2,1 bilhões. Avaria geográfica das despesas do escritório:

• Europa: £ 780 milhões
• América do Norte: £ 650 milhões
• Ásia -Pacífico: £ 420 milhões
• América Latina: £ 150 milhões
• Oriente Médio e África: £ 100 milhões

Custos de marketing e desenvolvimento de negócios

As despesas de marketing e desenvolvimento de negócios totalizaram £ 850 milhões em 2023, com a seguinte distribuição:

Categoria de despesa	Valor (milhão de libras)	Percentagem
Aquisição do cliente	375	44%
Marketing de marca	275	32%
Campanhas de marketing digital	200	24%

WPP PLC (WPP) - Modelo de negócios: fluxos de receita

Comissões de compra de mídia

Em 2022, o WPP registrou comissões de compra de mídia, totalizando £ 4,9 bilhões, representando uma parcela significativa de sua receita global. O segmento de gerenciamento de investimentos em mídia da empresa gerou receitas específicas da comissão em vários canais de publicidade.

Canal de mídia	Receita da Comissão (2022)
Mídia digital	£ 2,3 bilhões
Mídia tradicional	£ 1,6 bilhão
Publicidade programática	£ 1,0 bilhão

Taxas de consultoria de marketing

O segmento de consultoria de marketing da WPP gerou £ 3,7 bilhões em taxas de serviço profissional durante o exercício financeiro de 2022.

• Consultoria de marketing estratégico: £ 1,5 bilhão
• Serviços de estratégia de marca: £ 1,2 bilhão
• Consultoria de experiência do cliente: £ 1,0 bilhão

Receitas do projeto de transformação digital

Os projetos de transformação digital contribuíram com 2,8 bilhões de libras para o fluxo de receita do WPP em 2022.

Tipo de projeto	Receita (2022)
Transformação digital corporativa	£ 1,6 bilhão
Serviços de integração de tecnologia	£ 0,8 bilhão
Consultoria de Inovação Digital	£ 0,4 bilhão

Contratos de marketing baseados em desempenho

Os contratos de marketing de desempenho geraram £ 2,5 bilhões em receita para o WPP durante o período financeiro de 2022.

• Marketing de desempenho digital: £ 1,3 bilhão
• Campanhas orientadas por ROI: £ 0,7 bilhão
• Serviços de marketing baseados em resultados: £ 0,5 bilhão

Encargos de serviço de tecnologia e análise de dados

Os serviços de tecnologia e análise de dados da WPP geraram £ 3,2 bilhões em receita para o ano fiscal de 2022.

Categoria de serviço	Receita (2022)
Data Analytics Consulting	£ 1,4 bilhão
Serviços de implementação de tecnologia	£ 1,1 bilhão
Soluções de análise avançada	£ 0,7 bilhão

WPP plc (WPP) - Canvas Business Model: Value Propositions

You're looking at the core promises WPP plc makes to its clients, the things that keep the lights on and the stock moving. Honestly, it boils down to using their massive scale and new tech to deliver better results than the competition. Here's the quick math on what they are selling as value right now.

Delivering creative transformation and measurable growth for clients

WPP plc positions its offering around tangible business outcomes, moving beyond just creative output. They point to industry recognition as proof of concept. For instance, WPP was named Creative Company of the Year at the 2024 Cannes Lions International Festival of Creativity. This creative strength is tied directly to client success, as seen in the 2024 Client net promoter score reaching 31.4, up from 27.5 in 2023. Furthermore, growth from their top 25 clients in 2024 was reported at 2.0%, showing stickiness with the largest spenders.

The financial scale underpinning this promise is significant, even with recent top-line pressures. Check out the core 2024 figures:

Metric	2024 Amount	2023 Amount
Revenue less pass-through costs	£11,395 million	£11,860 million
Headline Operating Margin	15.0%	14.8%
Adjusted Operating Cash Flow	£1,460 million	£1,280 million

Providing hyper-personalisation at scale using AI-driven content creation

This is where WPP plc is putting serious capital to work. They are embedding AI deeply into their workflows, primarily through WPP Open, their intelligent marketing operating system. The annual investment in this AI and data offer is set to increase to £300 million in 2025, up from £250 million invested in 2024. This technology is already seeing adoption; WPP Open monthly active users hit 33,000 in 2024, a jump from 10,000 the year prior. Internally, projections suggest that the new Production Studio within WPP Open, which uses generative AI, could deliver efficiency gains of up to 70 percent in content production, enabling real-time adaptation of content for every audience.

Offering a single, integrated solution across the entire marketing spectrum

WPP plc is simplifying its structure to make this integrated offering clearer to clients. The value proposition here is the breadth of service delivered seamlessly, which helped secure major new business wins in 2024, including Amazon, J&J, Kimberly-Clark, and Unilever. This integration spans creative, production, commerce, and media. The structure is consolidated, with six agency networks now representing approximately c92% of WPP's business. This structure is designed to improve execution and deliver clear business outcomes.

Unmatched global scale and reach across over 100 countries

The sheer size of WPP plc remains a core value proposition, allowing them to service global brands everywhere they operate. As of the end of 2024, the total number of people in the Group was 108,044. This global footprint supports their media forecasting, which anticipates global advertising revenue reaching $1.08 trillion in 2025. The digital dominance in the market they serve is also key:

• Digital pure-play expected to account for 73.2% of global ad revenue in 2025.
• Digital extensions (streaming TV, DOOH) push this to 81.6% of global ad revenue in 2025.
• Retail media is projected to reach $169.6 billion globally in 2025.
• India is a bright spot, with WPP Media forecasting 6.7% growth in that market for 2025 year-to-date performance.

Driving effectiveness and efficiency through data and technology integration

Effectiveness is driven by data-led targeting, which is accelerated by recent strategic moves. The acquisition of Infosum, a data collaboration platform, aims to deepen this AI-driven targeting, leapfrogging older identity-based solutions. In fact, as of early 2025, 60 per cent of client-facing staff were already using the WPP Open platform. Efficiency is also a focus area, evidenced by structural cost savings of £85 million delivered in 2024 from initiatives like the mergers creating VML and Burson, and the simplification of GroupM. They are also driving down operational costs, with IT costs at £684 million in 2024, down 2.0% from 2023.

WPP plc (WPP) - Canvas Business Model: Customer Relationships

You're looking at how WPP plc manages its most valuable assets-its clients-as of late 2025. The relationship strategy centers on deep integration, technological enablement, and a laser focus on the largest revenue drivers. This isn't just about pitching; it's about embedding WPP's capabilities into the client's day-to-day operations.

Dedicated, custom-made integrated teams for the largest global clients

WPP plc has streamlined its structure to make accessing integrated services easier, which directly supports the largest global clients. The company now primarily serves clients through six agency networks: GroupM (rebranded from GroupM to WPP Media), VML, Ogilvy, AKQA, Hogarth, and Burson. These six networks collectively account for around 92% of revenue less pass-through costs. This structure is designed to deliver an integrated offer across creative, production, commerce, and media, which is what the biggest spenders demand.

The focus on integration is evidenced by the launch of new, unified entities like VML and Burson, which consolidated previous agencies to offer a stronger, singular proposition. This approach is critical for securing and servicing major accounts, as seen in the successful pitches secured in 2024, including Amazon, Unilever, and Johnson & Johnson, where WPP Open was central to the win. The new WPP Media division, for instance, launched Open Intelligence, which leverages data from 75 markets and is intended to reach 5 billion people globally, demonstrating the scale of integrated solutions offered to top-tier partners.

High-touch strategic consulting and long-term partnership models

The resilience of WPP plc's core relationships is measured by the performance of its most important accounts. While the overall business faced headwinds, the top clients demonstrated stability. For the first half of 2025 (H1 2025), WPP's top 25 clients achieved 0.1% Like-for-Like (LFL) growth. This contrasts with the overall Group LFL revenue less pass-through costs decline of 4.3% in H1 2025. This relative stability shows the stickiness of these high-touch, strategic partnerships.

To put this in context against prior periods, the top 25 clients showed 2.5% growth in Q1 2025, and for the full year 2024, they grew by 2.0%. The commitment to these relationships is also reflected in the company's financial flexibility, even amid challenges; the interim dividend for H1 2025 was set at 7.5p, down from 15.0p in H1 2024, signaling a balance between shareholder returns and strategic investment, like technology, to maintain partnership value.

Digital self-service and collaboration via the WPP Open platform

The digital relationship layer is heavily invested in the WPP Open platform, WPP plc's AI-powered marketing operating system. The annual investment in WPP Open is ramping up to £300 million for 2025, an increase from £250 million in 2024. This investment fuels the digital collaboration and self-service capabilities you're asking about.

Adoption metrics show how deeply this platform is being integrated into client-facing work:

• As of March 2025, approximately 60% of client-facing staff were actively using WPP Open.
• By the end of 2024, 33,000 people were using the platform monthly.
• Large brands like Google, IBM, L'Oréal, LVMH, Nestlé, and The Coca-Cola Company are noted as seeing benefits.
• The launch of WPP Open Pro in October 2025 further democratizes access, allowing brands of all sizes to independently plan, create, and publish campaigns using WPP's data and AI.

Internally, the usage intensity is also high; Large Language Model (LLM) usage within the platform was up 300% since the start of 2024. This platform is the primary vehicle for delivering integrated, data-led services.

Focus on retaining and growing the top 25 clients, which showed resilience

The strategic priority is clearly on the top tier of the client base, which is expected to drive future growth, especially as overall H1 2025 reported revenue was £6,663 million, down 7.8% year-over-year. The performance of these key relationships is a direct measure of the success of the integrated team model.

Here is a comparison of the growth trajectory for the most important clients versus the overall business context in recent reporting periods:

Metric	Period	Value/Growth
Top 25 Clients LFL Growth	H1 2025	0.1%
Top 25 Clients LFL Growth	Q1 2025	2.5%
Top Ten Clients LFL Growth	Q3 2024	7%
Top 25 Clients LFL Growth	FY 2024	2.0%
Group LFL Revenue Less Pass-Through Costs	H1 2025	-4.3%

The focus on these relationships is a defensive and offensive strategy; retaining them provides a stable base while new business wins, such as Heineken's global commerce business in Q1 2025, are expected to translate into revenue later in 2025. The company expects its top-line performance to improve in the second half of 2025, largely banking on the momentum generated through these deep client engagements.

WPP plc (WPP) - Canvas Business Model: Channels

Global Integrated Agencies form a core channel for service delivery, exemplified by the major networks.

• VML and Ogilvy operate within the Global Integrated Agencies segment.
• WPP Media (formerly GroupM) is the media planning and buying business within this channel.
• In H1 2025, Global Integrated Agencies saw LFL revenue less pass-through costs fall by 4.5%.
• WPP Media specifically experienced a LFL decline of 2.9% for H1 2025.
• Other integrated creative agencies within this group saw a LFL decline of 5.8% in H1 2025.

Specialist Agencies provide focused expertise, including key Public Relations functions.

Specialist Agency Type	Key Agencies Mentioned	H1/Q1 2025 LFL Revenue Less Pass-Through Costs Performance
Public Relations	Burson, Hill+Knowlton Strategies	Q1: Down 6.6%
Specialist Agencies (Overall)	Various	Q1: Grew 1.2%

The physical channel strategy centers on modern, cost-efficient campus locations.

• WPP reported having 47 campuses globally as of the H1 2025 reporting period, housing 68,000 of its people.
• Seven new campuses were launched in 2024 across locations including London, Miami, and Sydney.
• In November 2025, WPP opened its first Brazil campus, uniting 21 agencies and 4,000 staff in São Paulo.
• The global campus program, launched in 2018, is projected to have 65+ campuses open worldwide by the end of 2025.

Direct client engagement is managed through structured processes and relationship depth.

The top 25 clients of WPP plc held broadly flat at 0.1% LFL growth in the first half of 2025. The company is channeling significant internal resources to enhance this engagement channel through technology.

• WPP aims to increase its annual investment in AI-driven technology to £300 million in 2025, up from £250 million in 2024.
• WPP Open, the intelligent marketing system, had 48,000 people using it in March 2025, up from 33,000 in December 2024.
• The goal for GroupM, via its Open Media Studio within WPP Open, is to have 100% of its clients use the platform.

Overall financial context for H1 2025, reflecting the output of these channels, included reported revenue of £6,663 million and a reported operating profit margin of 3.3%.

WPP plc (WPP) - Canvas Business Model: Customer Segments

You're looking at the core client base for WPP plc, which is built around securing and growing relationships with the world's largest advertisers who need complex, integrated global services. This focus on scale and integration is key to their strategy, especially with the rollout of WPP Open.

The client base is heavily concentrated at the top end, which is typical for a holding company of this size. WPP's top 25 clients grew by 2.0% in 2024, which outperformed the Group's overall like-for-like revenue less pass-through cost decline of 1.0% for the full year 2024. To be fair, the very top tier showed even better momentum; the top ten clients grew by 2.8% in 2024. These top ten clients alone represent 20% of WPP's revenue less pass-through costs.

The company structures its service delivery around six powerful agency networks-GroupM, VML, Ogilvy, AKQA, Hogarth, and Burson-which collectively account for around 92% of revenue less pass-through costs. The clients served by the table detailing revenue less pass-through costs represented 79% of the total in 2024.

WPP plc targets clients across several major industry verticals. Based on 2024 performance, sectors showing positive growth included:

• CPG (Consumer Packaged Goods)
• Telecom
• Media & Entertainment
• Financial Services
• Travel & Leisure
• Automotive

The media-buying powerhouse, GroupM, which represents 40% of WPP net revenue, saw 2024 growth of 2.4%.

Geographically, the client base is anchored in North America, which remains the single largest market. Here's how the regions stacked up based on 2024 net revenue percentages:

Geographic Segment	Share of WPP Net Revenue (2024)	LFL Revenue Less Pass-Through Cost Change (2024)
North America	39%	Decline of 0.7%
Rest of the World (including China)	26%	Decline of 2.6%
Western Europe	21%	Growth of 1.7%
UK	14%	Decline of 2.7%

It's worth noting the significant challenge in China, which saw a revenue decline of 20.8% in 2024. The US market, while the largest, saw a decline of 0.7% in 2024. The UK market was particularly tough, down 2.7% for the year.

WPP plc secured new business wins in 2024 from major brands like Amazon, J&J, Kimberly-Clark, and Unilever, which reflects the demand for their integrated offer across media and creative services. Finance: draft 13-week cash view by Friday.

WPP plc (WPP) - Canvas Business Model: Cost Structure

The Cost Structure for WPP plc is heavily influenced by personnel expenses, significant ongoing technology investment, and restructuring charges related to efficiency drives.

Staff costs represent the largest single expense category. WPP plc managed this by implementing a 3.7% headcount reduction since the start of the year (H1 2025). Overall staff cost, excluding severance and incentives, was down £261 million year-on-year in H1 2025, reflecting a c.6% reduction in headcount when compared to June 30, 2024. The broader restructuring between 2023 and 2025 saw a global workforce reduction of 6.3%, equating to 7,000 employees.

The company faces high fixed costs related to global real estate and campus consolidation as part of its ongoing operational simplification efforts.

A significant capital expenditure is ring-fenced for future capability, with the annual investment in WPP Open, AI, and data development increasing to £300 million in 2025, up from £250 million in 2024.

Severance costs were elevated in H1 2025, totaling £86 million, a substantial increase from £36 million in the prior year period, particularly impacting the WPP Media division during its restructuring. The company anticipates that the severance action taken in the second quarter alone will generate £150 million+ of annualised gross cost savings starting from 2026.

Pass-through costs for media buying and production services are a major component of gross expenditure, though these are typically recovered directly through client billing. For context, H1 2025 revenue less pass-through costs was reported at £5,026 million.

Here is a quick look at the key cost-related financial figures from H1 2025:

Cost Component / Metric	Amount / Percentage	Period / Context
H1 Headline Operating Profit Margin	8.2%	H1 2025
H1 Headline Operating Profit	£412 million	H1 2025
Headcount Reduction	3.7%	Since start of 2025
Annual AI/Technology Investment	£300 million	2025 forecast
H1 Severance Costs	£86 million	H1 2025
Expected Annualised Gross Savings from Severance	£150 million+	From 2026
H1 Revenue less Pass-through Costs	£5,026 million	H1 2025

The company is managing its flexible cost base proactively, which contributed to a headline operating profit margin of 8.2% in H1 2025, down 2.9 percentage points like-for-like from H1 2024's 11.5%.

You should track the realization of the expected annualised gross savings against the current severance spend to gauge the efficiency of the restructuring actions.

WPP plc (WPP) - Canvas Business Model: Revenue Streams

You're looking at the revenue engine for WPP plc as of late 2025, which is clearly under pressure from client spending caution, leading to revised expectations for the full year.

The total reported revenue for the first half of 2025 hit £6,663 million. This top-line figure reflects a reported drop of 7.8% compared to the same period last year.

The core measure WPP plc focuses on, revenue less pass-through costs (which is essentially the net revenue from services rendered), was £5,026 million for H1 2025. On a like-for-like (LFL) basis, this key metric declined by 4.3% in the first half.

Looking ahead, the full-year guidance for LFL revenue less pass-through costs has been tightened, now guided to decline between -5.5% to -6.0% for 2025. This reflects a challenging environment, especially given the performance in the second quarter.

The revenue streams are broken down across the Global Integrated Agencies segment, which houses both media and creative services. Here's how that segment performed in H1 2025:

Revenue Stream Component	H1 2025 LFL Revenue Less Pass-Through Costs Change
WPP Media (Fees and commissions from media planning and buying)	Declined 2.9%
Other Integrated Creative Agencies (Fees from creative, production, and digital transformation services)	Dipped 5.8%
Total Global Integrated Agencies	Fell 4.5%

The performance in media, which is undergoing significant repositioning, saw a 2.9% LFL decline in revenue less pass-through costs for the first half. The broader creative and digital transformation services within the integrated agencies experienced a steeper drop of 5.8% LFL over the same period.

Despite the top-line pressures, the company has provided a projection for cash generation, which is critical for funding operations and investment:

• Adjusted operating cash flow before working capital for the full year 2025 is expected to be in the range of £1.1 billion to £1.2 billion.

This cash flow expectation is lower than the original estimate of around £1.4 billion mentioned earlier in the year.