WPP Centralizes Commerce Expertise Globally
WPP has unified its commerce functions into a single worldwide unit named WPP Commerce, combining knowledge that was earlier spread across various agencies and business sectors.
The new division consolidates commerce-related services throughout the group’s essential operating sectors, encompassing media, creative, enterprise solutions, and production. The framework aims to provide clients with access to an integrated range of services covering ecommerce strategy, retail media, marketplace operations, and shopper marketing.
Brent Taylor has been named global CEO of WPP Commerce. Taylor formerly held the position of chief executive at Barrows, the retail marketing agency of the company. In his new position, he will manage the incorporation of commerce knowledge throughout WPP’s network and align services for international clients.
The shift is part of a larger organizational overhaul under Cindy Rose, who assumed the CEO role in 2025. Since assuming control, Rose has implemented a multi-year plan focused on streamlining the company's organization and enhancing cooperation among its agencies.
The strategy, called Elevate28, aims to stabilize the company in 2026, regain momentum in 2027, and achieve sustained growth by 2028. The strategy aims to simplify WPP’s traditionally intricate holding-company framework and restructure the company into four main operational divisions: WPP Media, WPP Creative, WPP Production, and WPP Enterprise Solutions.
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The reorganization comes after a time of monetary strain for the business. WPP announced a drop in revenue for 2025 and presented a cost-saving initiative aimed at approximately £500 million in yearly savings by 2028 as a component of its recovery plan.
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Shifts in the industry have also driven agency groups to enhance their commerce capabilities. With the growing convergence of marketing, retail, and digital marketplaces, brands are searching for partners who can integrate advertising, data, technology, and point-of-sale experiences into one cohesive operating model.
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By merging its commerce knowledge into a cohesive team, WPP seeks to streamline clients' access to these services while promoting collaboration among agencies within the network. The WPP Commerce division will function throughout the company’s worldwide agency portfolio and clientele, managing commerce strategy and implementation across various fields.