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WPP's new CEO of the ad agency starts his tenure with a warning about profits

WPP warned about its profit on Thursday, after a decline at its flagship media-buying agency caused a larger-than-expected fall in the third-quarter's net revenue. This revealed the challenge facing Cindy Rose as she attempts to turn the advertising group around.

Rose, the former Microsoft executive, who took charge last month, after the British firm suffered a string big losses in clients, said that the numbers were unacceptable and that she would "dramatically simplify" WPP.

The group's shares fell to their lowest level in 17 years after the company reported a decline of 5.9% in net revenue like-for-like for the third quarter. It also said that the decline for the year could be up to 6.0%. The consensus of the company had predicted a drop of 4.5% for the entire year.

WPP, who lost its crown last year as the largest ad agency in the world to France's Publicis, has said that it was hit by a decline at its ad buying and planning agency WPP Media.

Feel the pain of client losses

WPP expects net revenue to drop by 5.5-6.0% between 2025 and its previous forecast of -3.0 - 5%. Its operating profit margin will be at 13%, which is below the lowest end of its previous range.

It said that the volatility of client spending and the customer losses from earlier in the year were compounding the impact on the quarter.

Rose stated that it was "absolutely crucial" to turn around WPP Media (formerly GroupM), but was confident of its improved focus on data and AI.

She told reporters that she was beginning to see signs of early success, with clients such as M&S Maersk, and Mastercard.

Rose's predecessor Mark Read streamlined WPP, merging six major groups including Ogilvy & VML.

She said that he hadn't adapted quickly enough to changing client needs, which included more data and AI and simplicity.

Rose, the British group's CEO, described Publicis' data capability as "future-proof and competitive".

WPP announced last week that brands will be able to use its AI-powered platform to create, plan and publish their campaigns.

She said that "we are committed to the hard work it will take to turn around this business," adding that she would present a complete strategic plan by the end of the year.

She said that one change would be to give a stronger push towards enterprise and technology-based solutions.

WPP shares were down 11% to 320 pence this morning after falling as low as 13%. This gives the group a total market capitalization of $4.63 billion. In 2017, it was valued at 24 billion pounds.

(source: Reuters)