London: WPP has unveiled Agent Hub, a new suite of AI agents integrated into its AI-powered marketing platform WPP Open, aimed at scaling the company’s collective intelligence and embedding decades of proprietary expertise directly into day-to-day client work.
Positioned as an internal “app store” for AI, Agent Hub is designed to democratise WPP’s institutional knowledge by codifying strategic frameworks, proprietary datasets and best practices into advanced, reusable AI agents. The initiative is intended to equip both clients and WPP’s 100,000-strong global workforce with always-on access to what the company describes as “the best of WPP,” enabling more precise, outcome-driven marketing solutions.
Launching with ‘Super Agents’
Agent Hub debuts with a curated set of flagship ‘Super Agents’, each built to address core marketing and creative challenges:
- Brand Analytics Agent: Provides on-demand access to nearly 30 years of WPP’s proprietary Brand Asset Valuator (BAV) data—one of the world’s largest and longest-running brand equity studies—to inform brand strategy and creative development.
- Behavioural Science Agent: Emulates the thinking of a behavioural scientist, applying proven frameworks from Ogilvy’s award-winning behavioural science practice to deepen understanding of human motivation and drive actionable strategy.
- Analogies Agent: Acts as a strategic muse by identifying parallels from different industries, encouraging cross-sector thinking and innovation in problem-solving.
- Creative Brain: A creative sparring partner that draws on approximately 150 years of WPP’s creative heritage to enable lateral thinking and non-obvious connections.
According to WPP, these Super Agents represent the best-performing tools developed internally since the launch of WPP Open, now standardised and made available across the organisation.
Built bottom-up, validated top-down
Agent Hub builds on WPP’s bottom-up approach to AI innovation. Since WPP Open’s introduction, agencies and teams across the network have used no-code tools to develop thousands of bespoke agents to boost productivity and creativity. The most effective of these grassroots innovations have been elevated into enterprise-grade Super Agents through a central validation process.
To address concerns around safety, quality and accountability, WPP said every agent undergoes rigorous checks before deployment. These include senior expert validation, data and privacy compliance, and extensive quality assurance testing to ensure consistent and commercially safe outputs.
Human-led AI at scale
“Agent Hub is how we deliver WPP excellence at scale for our clients,” said Stephan Pretorius, Chief Technology Officer, WPP. “This is about human brilliance, amplified by AI. Every agent is human-driven, encoding decades of insight, judgement and expertise to solve real client problems, while enabling commercial models focused on business outcomes rather than time and materials.”
WPP Open currently has more than 75,000 users across the company, including over 90% of client-facing staff. The platform has already been adopted by major clients such as Nestlé and The Coca-Cola Company. Existing WPP Open clients will automatically gain access to Agent Hub, with no additional onboarding required.
Beyond the pre-built catalogue, WPP is also working with select clients to co-create customised agents trained on proprietary brand data and guidelines, extending the platform’s use into more tailored applications.
“Our approach to AI is an open canvas, not a black box,” said Elav Horwitz, Chief Innovation Officer, WPP. “Agent Hub is how we curate the very best ideas from across WPP and make them available to everyone. It’s innovation, democratised.”
With Agent Hub, WPP is signalling a shift towards industrialising creativity and strategy through responsible AI—embedding institutional knowledge directly into workflows as the advertising and marketing services industry accelerates its adoption of generative technologies.
