A WPP release earlier this week stated its Q1 results indicated Burson is showing, "improving trends". Public Relations, which is driven largely by Burson, saw a like for like (LFL) decline of 2.6% as compared to 6.6% in the same period for 2025.
WPP stated that Burson is showing, "growth in North America supported by better new business, offset by declines in Asia and the Middle East. Europe is stabilising with solid new business momentum."
WPP's CEO, Cindy Rose, had said in an earnings call in February 2026 that WPP aims to save £500 million by 2028. This is on the back of a 2025 financial underperformance, characterised by an 8.1% decline in reported revenue and a significant 71.2% drop in reported operating profit. Under the new structure, Public Relations (PR) lives inside the "WPP Creative" unit, alongside advertising and design.
Since the start of the year, there have been reports of a possible sale of Burson by WPP. In a statement to PRmoment India WPP calls Burson sale "speculation".
Rose, CEO stated in an April 28th trading update, "Building a simpler, integrated WPP - powered by WPP Open - is resonating with clients and driving strong new business. While it is only a few months since we unveiled our Elevate28 strategy, I am encouraged by this momentum which validates the 'Stabilisation' phase of the plan and our path to growth.
She added, "Consistent organic growth remains our North Star. While it will take time to outpace historical losses, our Q1 results are in line with expectations and ahead of Q4 2025.
Global Integrated Agencies LFL revenue less pass-through costs declined 7.4% (Q1 2025: -2.8%), underperforming PR.
Overall WPP Regional Performance Breakdown
North America posted a 7.8% decline, worsening slightly from the previous quarter's 7.3% drop. Per the statement, the full impact of last year's client losses at WPP Media hit home, alongside spending cuts at Ogilvy and AKQA. Consumer goods and tech clients led the pullback, though healthcare and automotive offered bright spots.
The UK fell 6.6%— but an improvement from the 9.2% slide in 2025 Q4. Losses in consumer goods and automotive were partly cushioned by stronger retail performance.
Western Continental Europe dipped 4.7%, broadly in line with the prior quarter. Germany and France continued to struggle as automotive and consumer goods clients tightened budgets.
Rest of World
- China: Experienced a 12.2% drop due to ongoing economic pressure and the loss of several major clients.
- India: Grew by 1.0% mainly due to new business wins by WPP Media.
- Middle East & Africa: Fell 11.1%, as geopolitical tensions led many brands to slow their marketing campaign
- Latin America: Saw a moderate decline of 3.4 %
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