WPP launches agent hub on its ai-powered marketing platform

WPP has introduced a new feature called Agent Hub on its AI-driven marketing platform (WPP Open), designed to enhance how teams and clients collaborate across strategy, creativity and execution. The tool brings together AI-powered capabilities to streamline workflows, improve insights generation and foster more connected planning and delivery across global accounts.

Agent Hub acts as a centralised interface where users can leverage AI to analyse data, generate creative ideas, refine messaging and improve targeting decisions. By automating repetitive tasks and providing intelligent recommendations, the platform supports both strategic and tactical work, helping teams focus on higher-impact creative thinking and decision-making.

A key objective of this launch is to strengthen cross-agency collaboration within WPP’s network, allowing multidisciplinary teams to share learnings, optimise campaigns and deliver more cohesive outcomes for clients. The hub also supports transparent tracking of performance metrics, enabling faster iteration and learning loops.

With Agent Hub, WPP aims to meet evolving client expectations around speed, efficiency and measurable impact. The enhancement reflects broader industry trends where AI is becoming integral to planning, execution and optimisation — not just in automating tasks but in augmenting human creativity and insight.

As AI adoption continues to accelerate in marketing and media planning, platforms like WPP Open’s Agent Hub are positioning agencies to deliver smarter, data-informed strategies that blend technology with creative expertise. This combination is expected to help brands respond quickly to market shifts while maintaining consistency and relevance in their communications