WPP and Kyndryl are expanding their strategic partnership around enterprise technology, artificial intelligence and marketing. Announced on October 6, 2026, the agreement brings together three areas: AI-enabled transformation for WPP, a broader marketing relationship and stronger joint go-to-market initiatives.
At the center of the technology work is the Kyndryl Agentic AI Framework, which Kyndryl will apply to WPP’s application estate. The goal is to support intelligent operations, resolve issues faster and reduce the technical complexity across WPP’s business platforms.
The partnership also connects directly to WPP’s Elevate28 strategy, the multi-year plan unveiled on February 26, 2026. Elevate28 aims to move WPP from a holding company structure to a single company organized into four operating units across four regions, while creating a simpler, more integrated and AI-powered enterprise.
Turning a complex technology estate into one operating model
Kyndryl will help WPP accelerate enterprise transformation through AI-enabled operations, platform modernization and a simpler technology landscape. A new operating model will bring workplace, cloud, infrastructure and enterprise services together under one common, automated structure.
That structure will use Kyndryl Bridge, Kyndryl’s AI-powered open-integration digital business platform. Kyndryl Bridge will integrate, observe and orchestrate activity across WPP’s technology environment, giving the partnership a shared foundation for managing the company’s platforms and support model.
The Agentic AI Framework will also support the modernization of WPP’s application estate. In practical terms, the work combines application changes with support operations, allowing WPP to pursue faster issue resolution while reducing the number of technical layers it must manage.
WPP expects to realize cost savings and efficiencies over time by retiring legacy applications and accelerating adoption of strategic enterprise platforms. A portion of those savings will be reinvested in projects focused on IT simplification, productivity and operational benefit.
That reinvestment is an important part of the plan. The partnership is not limited to reducing older systems; it also creates capacity for further technology work as WPP moves through its Elevate28 program.
How the partnership fits WPP’s Elevate28 strategy
WPP unveiled Elevate28 on February 26, 2026, as a plan to stabilize the business, return to organic growth and create capacity to invest in the future. WPP Chief Executive Officer Cindy Rose said, “The plan was intended to stabilize the business, return to organic growth and create capacity to invest in the future.”
The plan targets £500 million of gross annualized cost savings by 2028, with total cash costs of approximately £400 million phased over two years. It runs through three phases: Stabilise in 2026, Build in 2027 and Accelerate from 2028 onward.
The expanded Kyndryl relationship supports the technology side of that timetable. Application modernization, platform adoption and a common operating model give WPP a way to connect its technology changes with the wider goals of Elevate28.
Dominic Shine, WPP Chief Information Officer, described the relationship as a shared investment: “Together, we are investing in each other’s success, creating a relationship built on shared outcomes, trust and long-term value creation.”
The statement points to a partnership built around outcomes rather than a single technology project. WPP is pursuing a simpler enterprise, while Kyndryl is providing the framework, platform and services needed to support that shift.
A wider marketing role for WPP
The partnership also expands beyond WPP’s technology environment. Kyndryl named WPP its preferred global marketing partner, strengthening an existing relationship that covered media, brand and creative strategy.
That relationship will now include a broader portfolio of digital, experiential and integrated marketing capabilities. WPP will support Kyndryl’s growth through the expanded marketing partnership, while both companies pursue joint go-to-market innovation.
This creates a two-way arrangement. Kyndryl will help WPP modernize its enterprise platforms and operations, while WPP will help Kyndryl expand its marketing activity and support its growth.
Jonathan Ingram, President of Kyndryl UKI, is part of the leadership connected to the expanded partnership, alongside Dominic Shine at WPP. Their companies are combining the technology transformation work with a broader commercial relationship that covers enterprise systems, marketing and go-to-market initiatives.
The next stages will follow WPP’s Elevate28 phases, beginning with Stabilise in 2026, moving into Build in 2027 and reaching Accelerate from 2028 onward. The partnership’s stated aim is to help WPP retire legacy applications, adopt strategic enterprise platforms and create a more integrated, AI-powered company while giving Kyndryl a larger role in global marketing.
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