Meet The CEO

Jon Cook on Becoming Global CEO of WPP Creative

Jon Cook, who continues to lead VML, outlines his expanded remit across WPP Creative and what a simpler, more client-centred structure means in practice

By Stephen Lepitak

As WPP introduces its 'Elevate28' strategic plan, with a simplified structure across four operating units, its creative agencies will unite within the newly-created umbrella entity WPP Creative, under CEO Jon Cook.

Alongside WPP Creative there will be a new enterprise-focused group named WPP Enterprise Solutions; WPP Production; and WPP Media. These will also work across the company’s AI-powered platform WPP Open.

Within WPP Creative, Cook will retain his leadership for VML for the time being The group will comprise creative agencies Ogilvy, VML, T&P, and AKQA — all of which brands are retained despite rumours to the contrary.

Cook has held various roles within VML for more than 30 years. He became global CEO for VML in 2024, with the merging of VMLY&R and Wunderman, but will now be operating on a far bigger plarform.

He discusses the formation of WPP Creative and his plans for the business working alongside Cindy Rose, global CEO of WPP.