WPP Just Built a Platform to Replace Its Own Agencies

The one thing you need to know in AI today | AI Ready CMO

WPP’s new CEO just greenlit a product designed to reduce demand for WPP’s agencies. That should tell you everything about where she thinks the industry is heading.

WPP Open Pro, announced on Thursday, is a self-serve version of the company’s AI marketing platform. Brands can now plan campaigns, generate content at scale, and publish directly to ad platforms—all without picking up the phone to call an account director. The target market is explicitly SMBs, performance marketers, and regional teams within larger organizations. You know, the clients who couldn’t afford a full agency relationship before, and the business units that agencies often ignore because they’re not big enough to be worth the overhead.