WPP plc (LSE:WPP) is exploring the sale of Burson (The Burson Group LLC), marking the first major portfolio adjustment under chief executive Cindy Rose. This strategic review, announced on April 13, 2026, indicates Rose's commitment to streamline WPP's operations as it navigates challenging market conditions. The company has enlisted Goldman Sachs to assess potential options for the public relations firm, although both WPP and Goldman Sachs declined to provide further comments on the matter.
A potential divestment would represent a significant shift in WPP's focus, particularly as the company has previously sold a majority stake in FGS Global to KKR for GBP 1,300 million. The review of Burson's future comes in light of recent financial results that show WPP's PR division generated GBP 667 million in revenue in Fiscal year 2025, reflecting a 6% like-for-like decline. This downturn is attributed to weaker discretionary spending, notably across Europe.
Overall, WPP reported a revenue drop to GBP 13,550 million in Fiscal year 2025, an 8.1% decline, with headline operating profit decreasing by 22.6% to GBP 1,321 million. Since Cindy Rose took the helm in September 2025, she has emphasized simplification through her Elevate28 strategy, which aims to reduce complexities and improve integration across WPP's core offerings in media, creative, production, and technology. Within this framework, the role of public relations appears to be diminishing, leading to speculation that Burson may not fit into WPP's long-term strategic vision.
