But whether that’s enough to transform the legacy holding company’s business model remains to be seen.
“WPP is a services company, not a software company,” Pattisall agreed. “Modernizing WPP itself, as it reconciles with automation and change, will be no small task.”
“I’m not convinced that agencies can build a SaaS-type business in competition with software companies like Adobe,” Sorrell added.
4. Boosting morale
Rose is taking over a business where morale is low and client relationships are tenuous.
WPP has lost several major clients this year, including Mars and Coca-Cola. Meanwhile, ongoing layoffs and a botched return-to-work mandate have led to discontent and anxiety among staff.
Sorrell pointed to what he views as a misguided simplification strategy under Read, which collapsed brands like J. Walter Thompson, Young & Rubicam, and Wunderman, as the reason WPP has lost “not only many talented leaders, but clients as a result too.”
Nick Emery, CEO of agency Jellyfish and a former WPP Media exec, believes Rose’s biggest challenge will be to “fight for, protect, and champion the many brilliant people who’ve given their all to the company—and to craft a strategy that makes them happier, drives growth for clients, and fully embraces the role of AI to fulfill the promise of technology.”
Rose’s attention here must be “24/7, laser-focused on the USA,” according to Sorrell, which is “undoubtedly the center of the client world and where WPP people are probably most demoralized.”
“You have to hope—if you’re hoping for good things for WPP—that she’s an excellent manager,” Wieser added. “That’s probably the single most important issue.”
5. Her outsider status
Rose’s industry outsider status could be a challenge or benefit, depending who you ask.
Ahmed described her as “a safe pair of hands” as “an internal candidate with an external vantage point.” Sorrell said she fits WPP board chairman Philip Jansen’s criteria as a technology and AI-forward executive.
But Wieser pointed out that in addition to this being her first CEO gig, her only ad industry experience has been through the vantage point of sitting on WPP’s board.
