WPP is reshaping its creative agency framework by bringing Grey into closer alignment with Ogilvy, marking a significant shift in the holding company’s structure.

Under the new arrangement, Grey’s financial reporting will now be consolidated with Ogilvy’s, ending its prior affiliation with AKQA Group that began in 2020. Despite this realignment, Grey will maintain its brand identity.

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As part of the leadership restructure, Laura Maness, Global CEO of Grey, will now report to Devika Bulchandani, Global CEO of Ogilvy.

Grey will continue to function independently, with a focus on delivering the distinctive creative work it is known for.

WPP explained that the realignment is intended to harness the complementary capabilities of both agencies.

Grey will benefit from Ogilvy’s broader infrastructure and international reach, while AKQA will concentrate more deeply on its core areas of innovation, design, and digital experience. Collaborative efforts between Grey and AKQA are expected to continue without disruption.

The move is one piece of a larger transformation strategy at WPP designed to make the company more agile and client-centric.

As part of this strategy, WPP’s media division, GroupM, is undergoing a rebrand and will now be known as WPP Media.

The reorganization includes a shift to a unified operating model, which could potentially lead to workforce reductions.

Although WPP has not confirmed job cuts related to the Grey-Ogilvy consolidation, industry sources indicate that the changes at WPP Media could impact a significant portion of its workforce in the United States , possibly affecting nearly half.

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WPP says the restructuring is aimed at improving collaboration between agency brands, simplifying the company’s structure, and allowing each entity to focus on what it does best.

Grey will zero in on its heritage of brand storytelling and creative campaigns, while AKQA sharpens its focus on design-led solutions and emerging technology.

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