WPP launches WPP Commerce to centralise commerce offering

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WPP has launched a new Commerce Practice designed to unify the company’s commerce capabilities - including creative commerce, commerce media, shopper marketing, and content - across the entire organisation.

Described as a “transversal, connective capability,” the practice operates across WPP’s existing agencies and operating units without disrupting current structures. Talent remains within their original agencies and reporting lines, while dedicated practice leadership provides strategic direction and fosters collaboration. The initiative emphasises connection over consolidation: there will be no new operating unit and no structural changes to existing agencies.

Under the new framework, Brent Taylor, formerly CEO of WPP retail marketing agency Barrows, has been appointed global CEO of WPP Commerce. Additionally, Samantha Bukowski has been named global president of both WPP Commerce and WPP Media. Manuel Bordé, VML’s global chief creative officer, will take on the dual role of WPP Commerce practice creative leader and VML global commerce creative leader.

The restructuring aims to bring WPP’s commerce capabilities into a single unit spanning four core areas of the business: media, creativity, enterprise solutions and production, according to Adweek.

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The move arrives as commerce represents a high-growth opportunity for WPP’s clients. WPP Media’s This Year Next Year report projects that global commerce advertising revenue will reach US$178.2 billion in 2025, surpassing total TV ad revenue for the first time.

WPP’s commerce capabilities are already industry-recognised through awards and endorsements from research and advisory firms such as Gartner and Forrester. Notably, WPP earned the highest possible scores across all 12 criteria in The Forrester Wave: Commerce Services, Q1 2026 report.

The new practice model allows WPP to connect world-class talent across the organisation to address client opportunities and build on this momentum at pace. The approach builds on the proven success of WPP’s Government & Public Sector Practice.

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