WPP PLC was started off as a wire, plastics products manufacturer in 1971. In 1985, founder Martin Sorrel took majority of stakes and established the foundation of an international advertising and marketing service group, WPP. Today, WPP is the world’s largest advertising company providing communications, public relation, experience, and commerce & technology facilities. Headquartered in London, WPP has its agencies in about 111 countries in North America, Western Europe, Central & Eastern Europe, Latin America, Africa & Middle East, and Asia-Pacific. WPP helps its clients in propagating their bands, products, and services effectively to their target audience via digital and traditional platforms. The company tries to build and optimise technology and data solutions according to the client’s needs. WPP has clients in different industries like consumer packaged goods, automotive, technology, healthcare & pharma, telecom, retail, financial services, and others.
The company has four segments of operations: Communication, Experience, Commerce and Technology. The communication segment includes paid advertising campaigns and public relations. It tries to communicate and connect brands with their target audience using powerful and deep insights. The segment contributes 75% of its total revenue in 2020.
The experience segment covers customer facing platforms like websites, applications. It also deals in product design, packaging and loyalty programmers. The Commerce segment helps clients to sell their products to the apt customer by advising how to build the service and activate ecommerce and physical channels. The Technology segment includes enterprise system work, specific platforms. In 2020, the experience, commerce and technology segment together contributed around 25% of the total revenue.
Almost 85% of revenue is contributed by the 10 largest agencies of WPP. Around 325 companies of the Fortune Global 500 are WPP’s clients. The top 30 clients contribute 31% of the total revenue and top 20 markets contribute 88% of revenue to its business.
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