# WPP’s annual outlook cut once again after ‘unacceptable’ performance

By Russ Mould — 2025-10-30

Russ Mould, investment director at AJ Bell, said: “It’s rare to see a trading statement where the CEO calls out performance as unacceptable, but that’s perhaps the luxury afforded a new boss who can say it didn’t happen on their watch, and wants to grasp the opportunity to set out a new strategic direction.

“Cindy Rose pulled no punches in her assessment of WPP’s numbers, and tried to guide the market towards a strategic review and the potential for a rosier future.

“The market’s verdict concurred the figures were unacceptable and promptly marked the share price down by 10 per cent, taking it to a place where it has fallen by 60 per cent this year, putting WPP in real danger of losing its spot in the FTSE 100.

“The previous CEO Mark Read failed to reposition WPP in the face of structural changes to the advertising industry.

“The rise of artificial intelligence and social media networks have meant that big clients have less of a need to use agencies such as WPP.

“The firm’s culture is rooted in traditional advertising and the world has gone digital, leaving the company scrambling to play catch-up.

“Cindy Rose has a big job on her hands, but it looks like investors aren’t prepared to play wait and see any more.”

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