Mumbai: Global advertising and communications group WPP on Thursday announced the launch of WPP Production, a new global production platform that brings together Hogarth with WPP’s extensive in-house production capabilities spread across its agency network.
The move marks a significant strategic shift for WPP as it consolidates all creative and content producers into a single, globally connected organisation, positioning WPP Production as what the company describes as the world’s largest and most advanced content production powerhouse. The transition will take effect from 23 February 2026.
As part of the new structure, Richard Glasson, currently Global CEO of Hogarth, will take on the role of CEO of WPP Production, overseeing the unified production offering across markets.
Built for scale, speed and the AI era
WPP Production has been designed around four core pillars: creating a unified global team of craft experts, integrating agency producers across the network, unlocking next-generation content origination through AI and advanced production technologies, and launching a high-velocity content studio that tightly integrates production with media and performance data.
The platform will consolidate close to 10,000 production specialists, operating across more than 40 cities worldwide, enabling WPP to deliver high volumes of culturally relevant content at scale, across every channel and geography.
According to WPP, all production teams will operate on a single global platform, leveraging WPP Open technology and AI-powered workflows to drive efficiency, agility and higher-quality output. The company said this integration would significantly reduce turnaround times while improving cost-effectiveness for clients.
Investment in studios and virtual production
Building on Hogarth’s existing global studios network, WPP Production plans to expand its physical and virtual infrastructure, including the launch of major new content capture and virtual production studios in key markets. A flagship studio in London has already been developed, with more locations to follow globally.
The company said it will also place strong emphasis on sustainable production practices alongside the adoption of generative AI, virtual and hybrid production models.
Leadership commentary
“This is a transformative moment for us and, more importantly, for our clients,” said Glasson. “Bringing all of WPP’s craft expertise together reinforces our position at the heart of WPP’s integrated offering and allows us to activate the full collective power of talent, creativity, technology and data to redefine content creation.”
Cindy Rose, CEO of WPP, described the launch as central to the group’s long-term strategy. “WPP Production is a cornerstone of our vision to integrate our services and make it easier for clients to access the full spectrum of WPP’s capabilities. In a world where content is increasingly central to brand growth, this platform enables us to deliver exceptional value at unprecedented scale.”
A broader integration play
The formation of WPP Production aligns with WPP’s broader push towards integrated solutions that connect creative, media, data and technology more seamlessly. By centralising production, WPP aims to help clients navigate the growing complexity of always-on, multi-format content demands in the AI era, while maintaining global consistency and local relevance.
WPP said clients can expect faster execution, improved efficiency and access to a wider range of innovative production solutions as the new platform comes into effect next year.
