Former WPP executives said it shows how the company wants to move from cost-cutting to growth as its traditional advertising business struggles.
The five-year plan signals a departure from the past, when WPP ran its business on a quarterly basis and sometimes discussed long-term plans that weren't formalized, said a former WPP financial executive.
Influencer marketing was once viewed as experimental marketing, but CEOs now often field questions about them from investors.
Abercrombie & Fitch, Vera Bradley, American Eagle Outfitters and ad holding WPP have all specifically called out 16-year-old TikTok star Charli D'Amelio to investors this year.
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