Digiday·2026-03-06
‘Nobody’s asking the question’: WPP’s biggest restructure in years means nothing until CMOs say it does
For all the headlines, LinkedIn posts and hot takes generated by WPP’s Elevate28 plan, the most consequential audience has been largely absent from the conversation: the CMOs and senior marketers at the world’s biggest advertisers. Most have no idea it’s even happened. They don’t read the trades. They hear about this stuff through consultants, or when an agency review forces them to run the rule o
尽管WPP的“Elevate28”计划引发了大量头条新闻、领英帖子和热门评论，但最重要的受众却基本缺席了这场讨论：即全球最大广告商的首席营销官（CMO）和资深营销人员。他们中的大多数人甚至不知道这件事已经发生。他们不看行业媒体。他们通过咨询顾问了解这些信息，或者当代理商评估迫使他们审视规则时才有所耳闻。