A senior marketer at a large WPP media client recently told me he was considering shopping around for a new agency. That in itself is not surprising, especially after WPP’s new CEO, Cindy Rhodes, publicly admitted that the company had “lost its way.” What was noteworthy was why they were considering relocating. It’s not about chasing AI breakthroughs or assembling more full-stack planning and purchasing setups. It’s something more fundamental and difficult to fix: people.

“Ultimately, they are what matters to me as the client,” they continued. “If we put an account under review, that will be part of our decision. We are not a big enough company to get the best payment terms, so we need to focus on where we can get the best service.”

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