WPP (Re)Discovers Creativity

The focus on creative endeavours sounds like a sensible ideaamp160 Certainly itamp8217s hard to argue with amp160On the basis that one way to judge the uniqueness of a positioning is to assess how many competitors do the opposite itamp8217s fair to say that WPPamp8217s isnamp8217t unique amp160Thereamp8217s little future for an unimaginative business interested in staying exactly where it isThe new strategic focus is built around four pillars communications experience commerce and technology amp160Again all very sensible and good to see a recognition of the importance of creating and building upon brand experiencesamp160 Plus thereamp8217s little question that many people need help with ecommerce and with all aspects of technologyMark Read had this to say amp8220What we hear from clients is very consistent amp160They want our creativity and they want us to help them transform their business in a world reshaped by technology amp160This is at the heart of what we doamp160 We are fundamentally repositioning WPP as a creative transformation company with a simpler offer that allows us to meet the present and future needs of clientsamp8221Again all good stuff but is WPP best placed even amongst the holding companies to deliver to this promise amp160After all judged purely on the single metric of creativity and the single lens of advertising there arenamp8217t many who would place JWT as was or YampampR as was ahead of Adam and Eve DDB or Abbott Mead Vickers BBDOThereamp8217s work to be doneamp160 The question it seems to me is not amp8220will WPP successfully mutateamp8221 but rather amp8220what is the point of a holding company these daysamp8221Clients want flexible nimble organizations able to work with others to deliver brilliant transformative solutions for their businesses amp160Is this more or less likely to happen if the organizations selected are owned by a common parent amp160Or is it more likely in an organization free from pressures and processes from aboveSimplicity in delivery to the client regardless of whatamp8217s happening behind the scenes is what counts amp160Thereamp8217s a lot to be said for the swan model serene on the surface paddling like hell underneathRead is right to call for a simpler offeramp160 Will the people charged with delivering creative transformations be allowed the freedom to spread their wings amp160Or will they still feel the need to in the words of the dear departed leader amp8220fight nicelyamp8221Does WPP have enough of the right people and will the center give them their freedom amp160Maybe amp160Even with the 3500 announced job losses thereamp8217s certainly plenty of talent around amp160But if I were a betting man I would have a flutter on the independentsPhoto credit Cody DavisUnsplashClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

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WPP (Re)Discovers Creativity

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Brian Jacobs

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