WPP is considering the sale of Burson, signalling the first major portfolio shake-up under chief executive Cindy Rose as she moves to streamline the group’s operations.

The company has engaged Goldman Sachs to review strategic options for the PR firm, according to reports. Both WPP and Goldman Sachs declined to comment on the development.

Burson was formed in 2024 through the merger of BCW and Hill & Knowlton, WPP’s two largest communications agencies. The firm employs about 6,000 people globally and contributes roughly 10 per cent of WPP’s overall business.

Named after Harold Burson, founder of Burson-Marsteller, the agency represents one of the most established brands in the public relations industry.

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A potential sale would mark a notable shift for WPP, effectively scaling back its presence in PR. The move follows its earlier decision to sell a majority stake in FGS Global to KKR in a deal that valued the business at £1.3 billion.

The review comes amid challenging market conditions. WPP’s PR division generated £667 million in revenue in 2025, representing a 6 per cent like-for-like decline, as Burson faced weaker discretionary spending, particularly across Europe.

At group level, WPP reported revenue of £13.55 billion in 2025, down 8.1 per cent, while headline operating profit fell 22.6 per cent to £1.321 billion.

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Since assuming office in September 2025, Rose has prioritised simplification through her Elevate28 strategy, which focuses on reducing complexity, improving integration, and sharpening the company’s core offer across media, creative, production and technology.

Within this structure, PR appears less central, prompting speculation that Burson may no longer align with WPP’s long-term strategic direction.

Investor sentiment has also reflected the pressure on the business. WPP’s share price has dropped 53 per cent over the past year and 37 per cent since Rose took over. The company was also removed from the FTSE 100 index in December.

Analysts say potential buyers for Burson are limited. Strategic acquisitions in the sector currently favour data, artificial intelligence and platform-driven capabilities, making a corporate buyer less likely.

Instead, financial investors may emerge as the most viable option, possibly in partnership with existing management. A sale to Omnicom Group has already been ruled out.

If completed, the divestment would underline WPP’s intent to refocus its business and reposition itself for growth in a rapidly evolving marketing and technology landscape.