Thursday, January 15, 2026
WPP has officially launched Agent Hub on its AI-powered marketing platform, WPP Open, marking a major step forward in how advanced agentic AI expertise is delivered to clients worldwide. Designed as an internal app marketplace, Agent Hub serves as a centralized library that transforms decades of WPP’s proprietary data, strategic frameworks, and institutional knowledge into deployable AI agents.
At its core, Agent Hub aims to democratize access to WPP’s world-class expertise by making it available on demand, at scale. By codifying the collective intelligence of the organization, the platform ensures that clients benefit from the best of WPP at any time, regardless of geography or brief complexity. This approach allows marketing teams to move faster, make smarter decisions, and deliver more consistent outcomes.
The launch of Agent Hub introduces a curated collection of high-impact “Super Agents,” which immediately equip both clients and WPP’s global workforce of more than 100,000 employees with WPP-verified methodologies. These agents are designed to support superior execution across brand strategy, creative development, and innovation.
Among the first Super Agents is the Brand Analytics Agent, which provides instant access to nearly 30 years of proprietary Brand Asset Valuator data—one of the world’s largest and longest-running brand equity studies. This agent enables teams to ground brand and creative decisions in robust, data-backed insights. Meanwhile, the Behavioural Science Agent mirrors the thinking of a behavioral scientist, applying proven frameworks from Ogilvy’s award-winning practice to help teams better understand human motivation and behavior.
In addition, the Analogies Agent acts as a strategic catalyst, identifying parallels across industries to encourage cross-sector thinking and unlock new solutions to complex client challenges. Complementing this is Creative Brain, an ideation partner that channels more than 150 years of WPP’s creative intelligence to spark non-obvious connections and lateral thinking.
Agent Hub builds on WPP’s long-standing bottom-up innovation philosophy. Since the launch of WPP Open, teams across the organization have already created thousands of custom AI agents using no-code tools to boost productivity and creativity. The Super Agents now featured in Agent Hub represent the most effective of these grassroots innovations, refined and scaled for enterprise-wide use.
To ensure trust and accountability, every agent within Agent Hub undergoes a rigorous validation process. Each one is reviewed and approved by senior subject matter experts, tested for accuracy and reliability, and verified for data privacy and compliance. This framework ensures that AI-driven marketing solutions remain commercially safe, secure, and grounded in real-world business understanding.
“Agent Hub is how we deliver WPP excellence at scale for our clients. This is about human brilliance, amplified by AI, enabling us to offer clients commercial models based on business outcomes, not simply time and materials. Every agent in our Hub is human-driven, encoding the decades of insight, judgement and expertise of our people to solve real client problems. We're supercharging the very best of WPP, ensuring that every strategy is built on a foundation of our collective intelligence.” said Stephan Pretorius, Chief Technology Officer, WPP.
Today, WPP Open is already used by more than 75,000 employees, including over 90% of client-facing teams, and has been adopted by major brands such as Nestlé and The Coca-Cola Company. Existing clients will automatically gain access to Agent Hub, while WPP continues to collaborate with brands interested in co-creating customized agents trained on proprietary data.
“Our approach to AI is an open canvas, not a black box. WPP Open’s Agent Hub is how we harness our people’s creative energy, curating the very best ideas and making them available to everyone. It’s innovation, democratised.” said Elav Horwitz, Chief Innovation Officer, WPP.
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