WPP shifts Grey from AKQA to Ogilvy to boost collaboration and growth. Grey will operate autonomously while aligning closely with Ogilvy’s creative vision.
WPP is moving creative agency Grey under Ogilvy, shifting its current reporting structure from AKQA group.
The move is aimed at strengthening collaboration and unlocking growth opportunities across the WPP network, according to internal memos obtained by MARKETING-INTERACTIVE.
The decision comes ahead of AKQA’s anticipated appointment of a new global CEO, prompting leadership teams across Grey, AKQA, Ogilvy and WPP to review reporting lines. Under the new structure, Grey global CEO Laura Maness will report directly to Ogilvy global CEO Devika Bulchandani.
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Grey’s realignment with Ogilvy reflects its creative resurgence and profitable growth trajectory, said the memo, while AKQA continues to expand its innovation, design and technology capabilities.
That said, Grey will operate as a standalone brand autonomously, within the Ogilvy network.
Existing collaborations between Grey and AKQA will also remain in place.
MARKETING-INTERACTIVE has reached out to WPP and Ogilvy for more information. A Grey spokesperson did not reply to a question about whether the change will impact staff numbers.
“We – the Grey, AKQA, Ogilvy and WPP leadership teams – felt it was the right time to review reporting structures. It’s clear that both Grey and AKQA have grown into powerful and distinct entities, each building strong momentum. Given Grey’s transformation and resurgence as a highly regarded and awarded powerhouse creative agency, this realignment with Ogilvy is a natural fit,” said the memo.
“Both Grey and Ogilvy believe in the power of creativity to solve business problems and deliver more impactful solutions for our clients, while AKQA has deepened its industry-leading innovation, design and technology capabilities. We bring to Ogilvy Grey’s deep award-winning creative roots, famously effective brand-building ideas, high-performing leadership and talent who are winning business globally and locally,” leadership added.
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The move comes amid broader structural changes at WPP. The holding company is reportedly planning to rebrand its media investment arm, GroupM, as WPP Media – marking a major shift in branding strategy after more than two decades.
The rebrand is aimed at streamlining WPP’s offerings and aligning more closely with competitors such as Publicis Media and Omnicom Media Group, according to media reports.
As part of the restructuring, WPP intends to consolidate individual agency investment teams, a move that may result in layoffs. In an internal memo seen by MARKETING-INTERACTIVE, GroupM CEO Brian Lesser said the changes would affect some roles, with conversations beginning in selected markets and expected to conclude globally by mid-year.
