Seven months into CEO Cindy Rose’s tenure, WPP is rolling out the first big change outlined in the holding company’s two-year turnaround plan—starting with how its commerce expertise is organized.
WPP is launching WPP Commerce, an integrated arm that brings together expertise from across its agencies. Brent Taylor, formerly CEO of WPP’s retail marketing agency Barrows, has been named global CEO of WPP Commerce.
Taylor told ADWEEK that the goal of the restructuring is to concentrate commerce expertise in one unit that touches the four main parts of WPP’s business: media, creative, enterprise solutions, and production.
The restructure is part of Rose’s turnaround plan, internally called Elevate28, that promises to return the company to growth in 2028.
