WPP has selected Tyler Turnbull, the outgoing global chief executive of McCann, to lead WPP Creative, with the appointment set to take effect in early 2027 as the advertising group strengthens integration across its creative and technology capabilities.

Turnbull will succeed Jon Cook, taking responsibility for connecting WPP’s creative agencies with its wider resources in media, data, production, commerce and technology. The move forms part of the group’s broader effort to deliver more integrated marketing solutions and strengthen its value proposition to clients.

His appointment follows a major change in McCann’s corporate ownership, with the agency becoming part of Omnicom after the latter acquired Interpublic Group (IPG). Before joining McCann, Turnbull spent 12 years at FCB, where he held senior leadership positions across Canada, North America and the global business.

At WPP, Turnbull will focus on building stronger links across the group’s creative agencies while preserving the distinctive identities and cultures that define each brand. The company also plans to use its AI-powered marketing platform, WPP Open, to connect its capabilities more effectively and help clients pursue growth in an increasingly AI-driven environment.

WPP CEO Cindy Rose said Turnbull brings the global outlook, leadership experience and creative ambition required to guide the business through its next phase.

Rose added that the appointment supports WPP’s ambition to bring its capabilities closer together for clients while keeping creativity central to business growth.

For his part, Turnbull said he intends to build a more connected creative operation that draws on WPP’s full range of resources without diminishing the individuality of its agencies. He also emphasised the importance of nurturing creative talent and delivering measurable business value for clients.

The leadership change comes as WPP prepares for a wider transition involving Cook, who also serves as global CEO of VML. After three decades with the group, Cook plans to leave WPP and will remain in his current positions through March 2027 to support the handover.

Meanwhile, Eric Campbell, currently CEO of VML and WPP Creative in North America, is scheduled to succeed Cook as global CEO of VML in March 2027. Campbell will retain leadership of WPP Creative North America as he assumes the global VML role.

These appointments signal WPP’s continuing effort to reshape its leadership structure and improve collaboration across its creative businesses as the group adapts to changing client demands and the growing influence of artificial intelligence on marketing.