The news: Global markets are becoming key to WPP’s turnaround plan as the holding company builds momentum across key international regions.

• WPP Media led India’s new business rankings in Q1 2026, according to COMvergence data cited by Storyboard 18, with $178.8 million in billing—above all agencies tracked.
• The holdco noted seven account wins and four retentions in the quarter, with $179 million in retained billings, including companies in sectors like hospitality and pharma.
• WPP also said this week that it secured Natura’s consolidated Latin America account, expanding its remit across the region for the Brazilian beauty company.

Catching up: WPP is pushing forward with its “Elevate28” turnaround plan, which aims to transform the holdco into a competitive, AI-focused company by 2028 after a string of client losses in 2025.

Recent COMvergence data shows that WPP Media led Q1 account wins globally, including high-profile accounts like Estée Lauder; the company noted in its Q1 earnings update that it anticipates revenue trends will improve in H2 2026.

Client losses—which WPP had the highest volume of in Q1, per COMvergence—still cloud its outlook, but WPP’s recent account wins and traction in some global markets could indicate that its turnaround plan is beginning to deliver.

Implications for agencies: WPP’s Q1 momentum in India, Latin America, and global new business rankings shows that the holdco still has competitive strength in major markets. But with client losses still offsetting some of those gains, WPP now needs to prove that Elevate28 can translate account wins into durable growth.

As agencies race to differentiate around AI, automation, and integrated global services, WPP’s ability to pair regional strength with AI-led capabilities could determine whether its turnaround becomes a model for other holdcos or a short-term rebound.

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