WPP Production is centralizing execution to serve today's always-on world of content creation.

WPP cut its full-year outlook after Q3 organic revenue fell 5.9% to £2.46 billion, its steepest quarterly decline since 2020. New CEO Cindy Rose said the company “hasn’t gone fast enough” to meet client needs and outlined a turnaround focused on AI, operational efficiency, and simplifying its agency network. WPP’s slump reflects broader challenges facing holding groups in the AI era: proving value through speed, integration, and measurable results as brands increasingly turn to self-serve, platform-driven ad solutions.

Generative AI advertising is drawing consumer backlash after brands including J.Crew, Shein, and Skechers released campaigns marred by obvious AI flaws. Internet sleuths and critics pointed to distorted figures, suspicious likenesses, and poorly rendered images, accusing companies of chasing novelty at the expense of quality. The incidents highlight consumer frustration with brands prioritizing speed and cost savings over authenticity—particularly in fashion and retail, where heritage and trust are core to brand equity. Experts argue AI can accelerate creative production, but only when paired with human direction and craftsmanship. Missteps reveal the risks of treating AI as a replacement.

Hogarth CEO Richard Glasson says AI hasn’t diminished creativity—it’s made craftsmanship more essential. By pairing genAI with human expertise, Hogarth is reengineering production to meet nonstop content demands without sacrificing cultural nuance or brand voice. In an era when 54% of marketers fear AI will erode creativity, the agency’s hybrid model positions craft as the premium differentiator.