Workforce Adjustment and AI Automation: WPP Accelerates Its Business Model Transformation with Elevate28
WPP is preparing to eliminate up to 1,000 additional jobs during the second half of 2026, according to reports based on sources close to the process. The measure is part of the acceleration of its corporate restructuring strategy in response to falling advertising revenue and the integration of artificial intelligence tools into its operational processes.
From next+'s perspective, WPP's restructuring demonstrates that artificial intelligence is not only changing how campaigns are created but also the very financial structure of communication holdings. The transition from a labor-intensive model to units integrated by the algorithmic platform WPP Open shows that traditional agencies must become software and data companies to protect their margins. For the Latin American market, the consolidation of regional leaderships confirms that operational efficiency and the unification of technological capabilities will be the only vehicles to maintain profitability in the face of constant budget renegotiation by brands.
The Scope of the Cut and Elevate28's Goals
This new staff reduction adds to an adjustment process that began before Cindy Rose's arrival as CEO in September 2025. Since January 2025, the group has closed approximately 11,000 global positions. In the first half of 2026 alone, the payroll decreased by 1,267 employees, standing at 97,388 employees at the end of June (a 6.4% year-on-year decrease).
The strategy responds to the Elevate28 plan, presented by Rose in February 2026, which replaces the traditional holding structure with four integrated operational units:
- Core Units: WPP Media, WPP Creative, WPP Production, and WPP Enterprise Solutions.
- Technology Platform: All units are connected through WPP Open, the group's marketing platform powered by artificial intelligence.
- Financial Objectives: Achieve annualized savings of £500 million by 2028 (with an interim target of £100 million by 2026), the sale of non-strategic assets for at least £200 million (including a review of its 40% stake in Kantar), and the consolidation of its real estate infrastructure in London.
Financial Results and Industry Contraction
During the first half of 2026, WPP recorded a 4.7% drop in revenue excluding pass-through costs and a 3.4% contraction in adjusted operating profit. The holding attributed part of this decline to the loss of significant accounts in previous fiscal years, highlighting the transfer of Coca-Cola's media planning and buying in North America to Publicis.
WPP's adjustment is part of a massive structural phenomenon in the advertising sector, where major networks have cut more than 18,000 jobs in the last 18 months:
- Omnicom: Announced nearly 4,000 departures following the acquisition of IPG, estimating that another 10,000 positions will be affected by divestitures to reduce the combined payroll from 128,000 to 105,000 employees.
- IPG: Reduced its global workforce by approximately 2,000 people since the beginning of 2025.
This slowdown is due to two central factors: investment cuts and fee renegotiation by advertisers, and the accelerated adoption of artificial intelligence tools in production, planning, and media buying, which have transformed the relationship between work volume and the number of professionals needed to execute it.
Strategic Reorganization in Latin America
Although WPP has not detailed the impact by market or announced specific layoffs in Latin America, the region has advanced in the integration proposed by Elevate28. In 2026, Christian Dieb Faour assumed the role of CEO of WPP Media Mexico and chairman of WPP Media Colombia, while Cristian Camilo Cristancho became managing director of the Central cluster. In markets such as Colombia, the firm maintains an operational presence with iconic brands such as Ogilvy, VML, WPP Media, and Kantar.