WPP continues its internal reorganization. After announcing last May the launch of WPP Media as its global media agency, replacing the GroupM brand, the group has launched WPP Production, a global production network that unites Hogarth, the company’s leading production company to date, with production teams from across the WPP network.

As explained in a statement, the movement brings together all the creative production companies that make up the group on a single global platform, which will provide innovation, scale, creativity and production excellence to the company’s clients. WPP Production will combine the production experience of the human team with cutting-edge artificial intelligence to create “High-speed content and cinema-quality narratives designed for the future of business”.

This strategic transformation in WPP Production, which will become effective on February 23, is based on four fundamental pillars:

• The consolidation of all the company’s production teams into a single globally connected organization to foster collaboration
• The integration of the production areas of agencies, such as those of Ogilvy or VML, into a global team
• Generating next-generation content through talent and the transformative power of generative AI and virtual and hybrid production
• The launch of a high-speed content studio, which defines as “an integrated production and media solution that puts audiences first in content strategy and drives performance through real-time data and optimization“

The operation means the withdrawal of the Hogarth brand, in the same way that the launch of WPP Media has meant the terms of GroupM. The company notes that the move underscores WPP’s commitment to leading the industry in innovation and production quality, forging the largest and most advanced content production powerhouse in the world. Richard Glasson, Global CEO of Hogarth, will lead WPP Production.

Hogarth was founded in 2008 and for almost two decades has worked for brands such as Heinz, Nestlé, Coca-Cola and Volvo. In Spain, the company has put its capabilities at the service of brands such as Suchard, El Corte Inglés, Iberdrola, Uber Eats, Allianz, Ministry of Equality, or Barcelona City Council.

“Bringing together all of WPP’s artisanal expertise into WPP Production reinforces our position as the center of WPP’s integrated offering.“Richard Glasson commented in a statement. “It allows us to activate the full collective potential of WPP – its talent, creativity, technology and data – to redefine content creation. “We focus on delivering smarter, more innovative and top-notch storytelling that drives our clients’ business.”.

For her part, Cindy Rose, CEO of WPP, assures that the launch of WPP Production is a fundamental pillar of the group’s strategic vision regarding the integration of services and the capabilities it provides to clients. “In a rapidly evolving landscape where content is key, WPP Production will be the engine that allows us to be the trusted growth partner for our clients.“, he noted. “It’s about delivering exceptional value and setting new benchmarks in the quality and scale of content production globally.”.

According to the company, WPP Production will have a team of 10,000 professionals worldwide and a presence in 40 different cities. Despite WPP’s global aspirations, he assures that the new company will continue to promote local experience and culture to ensure the relevance of content.

Building on the Hogarth Studios network and the recent development of a major virtual content and production studio in London, WPP Production will open several major studios around the world, ensuring access to state-of-the-art facilities.

All of this, as WPP explains in the statement, will bring benefits to customers, who will experience faster delivery times, greater profitability and access to more innovative and diverse production solutions.