WPP Says New Business Wins Show Turnaround Efforts Are On Course

Why It Matters

The momentum in new‑business wins signals WPP’s path back to organic growth, reshaping the competitive landscape toward data‑driven, platform‑centric agency services.

Key Takeaways

• Q1 net new business $0.8 bn, ahead of Publicis $0.7 bn.
• Media arm’s unified platform and InfoSum data boost competitiveness.
• Integrated client approach lands wins with Jaguar Land Rover, Wendy’s.
• New tech‑fee model may pit WPP against traditional DSP partners.

Pulse Analysis

WPP’s recent earnings underscore the challenges large agency groups face in a fragmented media market. After a year of client attrition and a 6.7% decline in like‑for‑like revenue, the group’s three‑year Elevate28 plan is finally showing early signs of success. By prioritising net new business, WPP aims to replace lost spend with fresh contracts, a strategy reflected in the $0.8 bn of new revenue reported for Q1. This approach aligns with a broader industry trend where agencies are forced to prove organic growth rather than rely on balance‑sheet adjustments.

A central pillar of the turnaround is the overhaul of WPP Media under CEO Brian Lesser. The creation of a single global media platform, combined with the acquisition of data‑collaboration firm InfoSum, gives WPP a differentiated data proposition that rivals find hard to match. The platform’s agility enables faster pitch cycles and more precise audience targeting, which helped secure marquee accounts such as Jaguar Land Rover and Wendy’s. These wins illustrate how a unified, data‑rich offering can translate into tangible revenue opportunities in an environment where advertisers demand measurable outcomes.

Looking ahead, WPP’s push toward a unified, tech‑fee‑driven model could reshape agency‑client dynamics. By bundling technology services with traditional creative and media work, WPP positions itself as a one‑stop partner, potentially eroding the role of third‑party demand‑side platforms. While this may spark friction with established DSPs, the group’s leadership argues that the shift mirrors the declining share of ad spend on the open internet, where DSPs currently dominate. Investors will be watching whether the new‑business pipeline converts into sustained top‑line growth, a test that will determine if Elevate28 can truly reverse the agency’s recent fortunes.