The Mark Read era at WPP is concluding quietly, as the company prepares for new leadership amidst turbulence. Over seven years, Read streamlined the organization which is now significantly smaller and worth less than its peak. The board's next challenge is to define WPP's direction in an evolving environment driven by AI and market efficiency. Brian Lesser, the likely successor, is noted for his operational acumen and ability to integrate diverse services, though there's concern about keeping creativity vibrant in a corporate culture focused on efficiency.
Clients want control and efficiency but they don't want to be bored.
Mark Read's successor must be able to look around corners for media and creativity, while maintaining the operational realities.
WPP today is smaller, more orderly and worth about half what it was when he took over.
His candidacy feels inevitable. He extends Read's structural sensibility with arguably sharper execution - and fewer sentimental attachments.
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