Ogilvy

WPP CEO: Outcome-Based Pay Still Years Away

WPP CEO Cindy Rose said widespread client adoption of outcome-based remuneration will take several years, despite making it a pillar of WPP’s turnaround plan. WPP published its first-half results showing revenues (less pass-through costs) of £5 billion, down 4.7%, with creative revenue down 3.5% and media down 5.4%. The group is pursuing AI investments (including a previously stated £300m annual commitment), cost optimization for AI token use, sales of non-core businesses to raise £200m by year-end, and £500m of cost savings over three years, alongside ongoing staff reductions (headcount down ~8.1% to 97,400). CFO Joanne Wilson said WPP’s Open platform and AI tools are central to operations and pitches. Rose said WPP will use a “mixed economy of business models” as it stabilizes and aims to return to growth in 2027.

Mooch Creative Praises Ogilvy's Enduring Relevance

Daniel Berry, director of Mooch Creative, answers The Drum’s Agency Crushes Q&A, naming agencies he admires and explaining why. Mooch Creative, an independent full-service digital marketing studio based outside Birmingham, highlights Ogilvy for maintaining long-term influence while evolving with the industry; BBH for producing timeless, culturally relevant work; and RBH for sustaining a curiosity-driven, collaborative culture while remaining commercially effective. Berry also cites an interest in speaking with Brian Collins (co-founder of Collins) and collaborating with Rory Sutherland for his behavioral-science-informed thinking. The piece doubles as a brief agency profile describing Mooch’s independent positioning, creative approach, and client-first culture.

Ex-Omnicom and IPG Staff Launch Indie Agencies

Former employees of holding companies Omnicom and IPG have launched a wave of independent agencies that reject traditional full-time-equivalent (FTE) commercial models. Examples include This Will Be Good (co‑founded by Bennie Reed, Daniel Beaudoing and Brian Linder), London’s Ace of Hearts (founded by Richard Brim, Martin Beverley and Polly McMorrow) and several small studios such as House of Rabbits, Memory and TightKnit. These indies emphasize lean staffing, freelance talent and alternative commercial arrangements (performance fees, project fees, subscriptions or equity). Some founders say their training at large networks provided valuable experience, but the new agencies aim to be “fitter for the future” by avoiding large overheads and traditional rate-card models.