WPP has launched Agent Hub on its AI-powered marketing platform, WPP Open, positioning it as an internal app store that gives clients and teams access to advanced agentic AI capabilities. The new hub is designed to scale WPP’s collective intelligence by embedding decades of proprietary data, strategic expertise and best practices into AI-driven agents that can be used across markets and client engagements.
At launch, Agent Hub features a curated suite of “Super Agents” created to support sharper decision-making across briefs and workflows. These include a Brand Analytics Agent that provides on-demand access to nearly 30 years of WPP’s Brand Asset Valuator data, helping inform brand strategy and creative development. A Behavioural Science Agent applies frameworks from Ogilvy’s behavioural science practice to decode human behaviour and shape actionable insights, while an Analogies Agent acts as a strategic muse, drawing inspiration from parallel scenarios across industries. The Creative Brain agent functions as an ideation partner, tapping into what WPP describes as 150 years of creative intelligence to surface non-obvious connections and ideas.
WPP said the launch builds on a bottom-up approach to innovation. Since WPP Open was introduced, teams across the network have created thousands of bespoke AI agents using no-code tools to improve productivity and creativity. The Super Agents represent the most effective of these grassroots innovations and are now being made available across the organisation and to clients.
To ensure reliability and commercial safety, WPP is introducing a validation framework for all agents featured in Agent Hub. Each agent will be reviewed by senior subject matter experts, assessed for data and privacy compliance, and tested for quality, accuracy and consistency. The company said this process is critical to ensuring AI outputs are grounded in real-world brand and business understanding.
“Agent Hub is how we deliver WPP excellence at scale for our clients,” said Stephan Pretorius, Chief Technology Officer at WPP. “It’s about human brilliance, amplified by AI, allowing us to move towards commercial models built on business outcomes rather than time and materials. Every agent encodes decades of human insight and judgement to solve real client problems.”
WPP added that WPP Open now has more than 75,000 users globally, including over 90% of client-facing staff, and is already used by clients such as The Coca-Cola Company and Nestlé. Existing WPP Open clients will gain immediate access to Agent Hub, with opportunities to co-create and train customised agents using their own proprietary data and brand guidelines.