WPP Shares Surge as Advertising Group Says Turnaround Is on Track
WPP shares jumped as much as 27% on August 6 after the advertising group reported a 2.8% quarterly sales decline and said its restructuring and cost-saving programme remained on track.
In short
- WPP shares jumped as much as 27% on August 6 after the advertising group reported a 2.8% quarterly sales decline and said its restructuring and cost-saving programme remained on track.
WPP shares surged on Thursday, August 6, 2026, after the advertising group said its turnaround programme remained on track and reported a smaller-than-feared decline in quarterly sales.
The stock climbed as much as 27% and was trading about 24.5% higher at 382.5 pence during the morning session, putting it on course for its largest one-day gain since 1992. The move made WPP the strongest performer in the FTSE 250 at the time.
WPP reported a 2.8% year-on-year decline in like-for-like sales for the second quarter. The company said spending by existing clients was improving and the effect of net new-business losses was becoming less severe.
Chief executive Cindy Rose, who took charge in 2025, said the first phase of the plan to stabilise the company was progressing as intended. That phase targets £100 million in annual cost savings. WPP announced a broader restructuring in February aimed at simplifying the group, selling assets and reducing jobs as it adapts to competition and disruption linked to artificial intelligence.
The company is seeking £500 million in annual savings by 2028, with implementation expected to cost £400 million over two years. It is targeting a return to organic growth in 2027. The sharp share-price response reflects improved investor expectations, but WPP’s sales were still contracting in the latest quarter and the full financial effect of the restructuring has yet to emerge.
