ADWEEK Advantage is part of a new series where every month, our top editors interpret what happened in each vertical, and what it means for the future.
In February, agencies continued to grapple with the existential question of how to add value in an industry transformed by AI.
For many, this involved continued reorganization and efforts to slim down. The most significant move this month came from WPP, which unveiled a $676 million annual cost-cutting plan last week that aims to get the ailing holdco back to growth by 2028. The plan involves a reorg into four core divisions—WPP Media, WPP Production, WPP Enterprise Solutions, and WPP Creative—confirming reports earlier last month that the company would create a shared back-end for its creative agencies.
