Rising demand for principal media buying underpins WPP’s turnaround plan

Demand for principal based media buying expertise is rising among the industry’s top clients despite long-held transparency concerns, according to WPP’s top execs.

Speaking as the once market leading agency group published a turnaround plan on Thursday (Feb. 26) to return the company to commercial growth in 2027, WPP Media boss Brian Lesser and chief financial officer Joanne Wilson said principal trading capabilities was now an established part of WPP’s media business.

“It’s a part of our business, and it’s a growing part of our business, and I expect it to continue to grow over time,” WPP Media boss Brian Lesser told analysts.

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