WPP launches WPP Production to scale AI-driven content globally

WPP has launched WPP Production, a global content powerhouse designed to help clients reimagine growth through world-class production, advanced generative AI, and cinematic storytelling. The move unites WPP’s production expertise, including Hogarth, into a single platform aimed at delivering speed, scale, and creativity across its client roster.

Richard Glasson, global CEO of Hogarth, will lead the new division, which WPP describes as the world’s largest and most advanced content production operation, with nearly 10,000 people across more than 40 cities. According to his LinkedIn post, Glasson will lead WPP Production as global CEO. 

"Hogarth will come together with content producers from across the WPP network to create a single, globally connected production platform which will lead the market," he said. "Nearly 10,000 craft experts in the most advanced content production company in the world. Designed for the future of production to power growth for our clients."

The restructure consolidates all content producers under one global team, combining agency and production expertise to foster collaboration, innovation, and operational efficiency.

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WPP Production is designed to unlock the next generation of content creation. By leveraging generative AI, virtual and hybrid production, and a network of state-of-the-art studios, including a recently developed facility in London, the company aims to produce high-quality, culturally relevant content at speed, while optimising for performance through data-driven insights.

The integrated production-plus-media approach puts audiences at the heart of every campaign, allowing clients to engage across channels with greater agility and impact.

The launch also reflects WPP’s broader strategy of integration through WPP Open, connecting creative, media, and production capabilities into a seamless ecosystem. Clients are expected to benefit from faster turnaround times, cost-effective solutions, and access to more innovative and diverse production capabilities, all while maintaining local expertise and cultural nuance.

WPP Production will be fully operational from 23 February 2026, marking a strategic step in WPP’s ambition to pioneer the future of content creation and cement its role as a trusted growth partner in the AI era.

"The launch of WPP Production is a cornerstone of our strategic vision to integrate our services, making it easier for clients to access WPP’s full spectrum of capabilities," said Cindy Rose, CEO of WPP. 

She added, "In a rapidly evolving landscape where content is king, WPP Production will be the powerhouse that enables us to be the trusted growth partner for our clients. This is about delivering exceptional value and setting new benchmarks for the quality and scale of content production worldwide."

In tandem, Glasson said, "This is a transformative moment for us and, more importantly, for our clients. Bringing all of WPP’s craft expertise together in WPP Production reinforces our position at the heart of WPP's integrated offering. We are focused on delivering smarter, more innovative and world-class storytelling that drives business for our clients."

This move follows WPP’s October 2025 unveiling of WPP Open Pro, an AI marketing platform that gives brands direct access to WPP’s creative systems and marketing technology. Built on the existing WPP Open platform, Open Pro allows users to plan campaigns, generate on-brand content, and publish directly to major ad platforms or WPP-managed channels.

By opening its proprietary AI tools to brands of all sizes, WPP positions itself as the first major holding company to democratise its marketing technology stack, expanding reach beyond traditional agency models and offering enterprise-grade creative capabilities to startups, ecommerce players, and global clients alike.

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