Ad agency group WPP has launched a single production brand, WPP Production, to house its global production capabilities and teams.
The move brings together Hogarth, WPP’s global production company, with other WPP agency production teams from around the world.
Richard Glasson, the Global CEO of Hogarth, will oversee WPP Production.
The company stated that WPP Production would be a global leader in creative production, housing close to 10,000 content producers and boasting a footprint in over 40 cities.
WPP said it would commit “significant investment to talent and technology, leveraging the transformative power of generative AI, virtual and hybrid production to revolutionise client content pipelines.”
All teams will operate on a single platform, using WPP Open’s production technology and AI-powered workflows to deliver content.
Hogarth Studios recently developed a major content capture and virtual production studio in London, and WPP Production plans to open a number of significant studio locations around the world.
Glasson said: “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. 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, 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."
WPP recently launched a new AI-powered marketing platform, named WPP Open Pro, that lets clients plan, create, and publish their own advertising campaigns. Discover more here.
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