WPP cuts out the agency to help brands create their own ads with AI

What happened: The British ad group WPP is letting brands access its AI-powered platform (WPP Open Pro) directly: planning, creating, and publishing campaigns with minimal agency intervention.

Why it matters: This indicates a shift toward brands doing more of their marketing in-house, particularly fueled by AI tools. Agencies may shrink around them. Marketers will increasingly be expected to handle both strategy and execution as smart tools become more accessible.

The takeaway: If you’re in or preparing for agency work, start positioning yourself as someone who thinks like a brand; not only someone who works for one.

Further reading: Reuters coverage of WPP’s move.