WPP has won PwC’s U.S. creative and production mandate, handled by Ogilvy, marking a key victory for CEO Cindy Rose amid declining revenues and a sharp stock drop. The win does not affect PwC’s global account held by McCann. Financial details remain undisclosed, and both companies have declined comment.
In a significant boost during a challenging financial period, WPP has secured the U.S. creative and production duties for PwC, according to Campaign sources—a win viewed as one of the holding company’s most important under newly appointed global CEO Cindy Rose. The business will be handled by Ogilvy, WPP’s flagship creative agency, marking a strategic addition to its roster at a critical time for the network.
The mandate applies only to the U.S. market, with no impact on PwC’s global creative arrangements. McCann continues to lead PwC’s global creative remit, which it won last year, and the U.S. assignment does not supersede or alter that relationship.
A Win at a Pivotal Moment for WPP
The timing of the win is especially notable. It comes just weeks after WPP reported a difficult third quarter marked by a decline in revenue and a downgraded 2025 growth forecast, projecting a contraction of 5.5% to 6%. In her first major test as CEO, Rose called the outlook “unacceptable,” signalling an aggressive push to restore momentum across the holding company’s portfolio.
Markets reacted sharply to the earnings announcement, with WPP’s stock plunging 16%, hitting its lowest point in 27 years. Against that backdrop, the PwC U.S. business adds both symbolic and strategic value, though its financial contribution remains unclear—the contract size has not been publicly disclosed.
While it’s too early to predict whether the win will materially affect WPP’s market performance, industry observers say the announcement sends a strong signal about Rose’s leadership direction and the company’s ability to compete for high-profile corporate clients in a tight market.
What the Win Means for PwC’s Brand Evolution
The new assignment also arrives during a period of transformation for PwC. Earlier this year, the professional services giant—formerly PricewaterhouseCoopers—unveiled its first global brand refresh in more than a decade, positioning itself as “fast, sharp and focused on what’s next.” The redesign was presented as a modernisation of the consultancy’s identity, though PwC did not disclose the creative team behind the update.
PwC has also been expanding its marketing footprint, including the launch of a multi-year partnership with Formula 1 earlier this year. However, it is still unknown whether WPP will play a role in PwC’s U.S.-focused Formula 1 activations or related communications.
Silence From Both Sides
As the news circulates, both WPP and PwC have declined to comment, keeping details opaque around the scope of work, the onboarding timeline, and potential creative directions. The lack of disclosure has left several industry questions unanswered—particularly regarding how the U.S. remit will coexist with McCann’s global mandate and whether WPP’s production capabilities will involve extensive cross-agency collaboration.
A Strategic Win in a High-Stakes Year
For WPP, the PwC assignment represents more than an account win. It offers a narrative pivot during a period of financial strain, serving as early validation of Rose’s leadership and a sign that major corporate clients continue to see value in WPP’s integrated model—especially its powerhouse brands like Ogilvy.
For PwC, the partnership reflects the company’s desire to refine its U.S. communications at a critical moment in its own evolution, as it leans further into brand modernisation, high-visibility partnerships, and a sharper visual identity.
With both companies quiet on specifics, the industry will be watching closely to see how WPP’s U.S. creative stewardship of PwC unfolds—and whether the win marks the beginning of a broader resurgence for the holding company as it navigates one of its most challenging periods in decades.
