Cindy Rose, New WPP CEO, Faces a Set of Challenges, Aims to Woo Clients

Cindy Rose has become the new WPP CEO, succeeding Mark Read. Mark Read is set to retire from the company’s Board and as the CEO on 31st Dec, 2025, after completing more than 3 decades of his professional career.  

Meanwhile, the news did not shock the marketing industry, as everyone had seen this coming for some time. After losing accounts including Mars, Paramount, and North American Coca-Cola to Publicis, WPP’s biggest competitor in the market, questions were raised about Mark Read’s leadership.  

As a result, Cindy Rose will take over the company from Mark Read. However, there are challenges regarding client loss, WPP products, and industry trends to handle.  

Let’s dive deep to understand WPP’s issues and possible solutions.  

 Mark Read’s receipts for the incoming WPP CEO

There is a lot to unpack from Mark Read as he will retire from his position after completing 30 years in the industry. Although an industry veteran, he has performed poorly in recent years.  

“It’s a challenging environment out there; we’re under no illusions about that. We have made some difficult decisions, some of which are being made today, but I am positive about the future. I look forward to seeing what comes next.” Mark Read’s note, as The Drum reported.  

Mark Read’s stint at the helm felt like painting the Forth Bridge—never-ending and burdened by legacy issues. Despite calls for change, WPP underperformed spectacularly. Profits cratered—down 71 % in H1—and clients bailed, with heavyweights like Mars, Coca-Cola North America, and Paramount heading for the exits. The company slashed bonuses, halved its dividend, and laid off thousands to stay afloat. 

WPP’s stock has been diving, hitting a 16-year low as the company hemorrhaged value and relevance. Rivals like Publicis didn’t just compete—they steamrolled ahead, snapping up the #1 spot and marquee accounts WPP once prided itself on. 

And let’s not ignore AI’s role in media and agencies. Tech giants like Meta, Google, and Amazon are building tools that sidestep agencies altogether. Mark Read tried to brace the company by investing in AI and restructuring operations, but the skeleton was shaky and the resolve loose. 

A new spin on an old struggle  

Rose inherits not just turmoil—but a crucible—and must reforge WPP into something that matters again. 

Mark Read praised his successor. “Having worked closely with Cindy for the last six years, I am delighted to see her appointed CEO of WPP. From her time on the Board, she has real insight into our business and knows many of our clients, people, and partners worldwide.” 

Cindy has extensive leadership experience in the technology, telecommunications, media, entertainment, and creative industries gained at world-leading brands. 

Rose has a deep résumé that includes entertainment, tech, AI, and media roles at Disney, Microsoft, Virgin Media, and others.  

She’s no stranger to the advent of AI and digital tech in agencies and media. Nonetheless, WPP needs someone who can bring a touch of humanness to the business and AI.  

Real obstacles exist in the agency 

Identity crisis: WPP isn’t just losing clients—it’s lost what it stood for. The once-cohesive branding of agencies splintered into muddled mergers. “Identity crisis” isn’t clickbait—it’s the reality. 

AI opt-in, not replacement: Rather than compete against AI, Rose can reframe WPP’s creative prowess with AI. Her background isn’t just tech; it’s empathy-led innovation. 

Leadership with gravitas: Publicis’s CEO is described as omnipresent, ruthless in execution, and client-obsessed. WPP needs that fire. Rose needs to act like she owns every problem and every meeting. 

People’s Friend: In addition to AI and clients, WPP is also losing its employees. Reduced from 111,000 to 104,000, the decline in headcount at WPP presents a grave scenario. Whether it is cutting staff incentives, maintaining the best talent pool, or adopting performance-based pricing, WPP must work towards strengthening the bond between executives and employees.  

A client exodus that can’t be ignored

Rose’s to-do list starts with clients. WPP has lost some of the industry’s biggest accounts, and every loss chips away at the company’s stature. The Coca-Cola North America account was a signal.  

The challenge here isn’t just winning clients back. It’s convincing the industry that WPP still has something unique to offer. Publicis is eating its lunch. Omnicom is steady. Accenture Song has blurred the line between consulting and creativity, siphoning business with slick precision. 

Rose has to move aggressively to woo back brands, not with nostalgia but fresh thinking. WPP needs to be seen as bold again, not bloated. That means sharper positioning, stronger client relationships, and a new urgency to pitch and win. 

 Can WPP actually reverse its decline?

Yes, but only if Rose acts with urgency. She must rebuild client confidence, redefine WPP’s identity, and prove that creativity and technology can thrive together. Publicis once looked stagnant and clawed its way back. WPP can do the same if the leadership fires on all cylinders. 

Is AI just a threat to agencies now?

Only if they let it be. AI can undercut traditional work, but it can also supercharge creative strategy and execution. Rose has the background to position AI as a tool that amplifies WPP’s creativity rather than replaces it. 

 Cut to the chase

Cindy Rose, newly appointed WPP CEO, has entered into a firestorm of client loss, structural confusion, investor doubt, and an industry that doesn’t wait. But she also has an opening. WPP still has talent and innovative tech. It still has reach.