Forrester: ‘WPP must dissolve its agency brands’

WPP needs to ‘dissolve’ its hundreds of agency brands into just dozens to better serve today’s chief marketing officers, according to the analyst Forrester.
Its latest report urges the world’s largest marcomms holding company to merge the bulk of its individual agencies “to meet the CMO’s need for simplicity, accountability and scale”.
WPP’s media agencies “should operate as a single GroupM”, it recommends, and its creative agencies &ld