WPP's pick for CEO faces huge challenges to rescue ad firm

Investors were calmed, at least for now, by Cindy Rose’s appointment as chief executive of WPP on Thursday, the day after a brutal profit warning triggered an 18% plunge in the advertising giant's share price.

- Matthew Bishop

But the former Microsoft executive faces a huge task turning around what was once one of the world’s most important companies. Now it is not even top dog in its own industry, which is going through a rapid business model transition driven by more cost-conscious clients and the rise of artificial intelligence.

Rose brings expertise in technology, if not so much in advertising, though she should have a good understanding of the challenges facing the company, having been a non-executive member of its board since 2019.