WPP is promoting its AI investments in a business-to-business (B2B) ad campaign, launched Wednesday.
“Transforming How We Create,” developed by WPP agencies, aims to position the holding company as an artificial intelligence firm built on WPP Open, the agency’s AI-powered marketing platform.
The campaign aims to demonstrate AI’s potential in “opening the door to the next stage in human creativity and enabling brands to connect with audiences in ways we never thought possible,” said Rob Reilly, chief creative officer at WPP, in a statement.
WPP Open, which is backed by more than $400 million of annual investment and partnerships with AI companies, was used to develop the campaign, according to a press release.
In addition to WPP Open, other AI investments by the holding company include purchasing AI tech company Satalia in 2021 and investing in Stability AI earlier this year.
The advertising push comes just three weeks after WPP laid off an undisclosed number of staff in a reorg aimed to streamline its media buying offerings, following disappointing earnings at the end of 2024 and into the first quarter of 2025.
The company bought ads in today’s print editions of The Wall Street Journal and The Times, out-of-home ads in London Heathrow, and digital and social ads across platforms like Facebook and LinkedIn.