Global advertising group WPP has appointed Tyler Turnbull, the outgoing global chief executive of McCann, to head WPP Creative from early 2027 as the company moves to strengthen collaboration across its creative agencies and technology operations.
Turnbull will succeed Jon Cook, overseeing efforts to bring WPP’s creative businesses closer to its media, data, production, commerce and technology capabilities. The appointment forms part of the group’s strategy to offer clients more connected marketing services as artificial intelligence reshapes the advertising industry.
According to Brandspur Brand News, Turnbull’s appointment follows a major corporate shift involving McCann, which became part of Omnicom after its acquisition of Interpublic Group (IPG). Before leading McCann globally, Turnbull spent 12 years at FCB, holding senior positions across Canada, North America and the international business.
At WPP, his task will include improving cooperation among the group’s creative agencies while maintaining the individual identities and cultures of its brands. The company also intends to make greater use of WPP Open, its AI-powered marketing platform, to connect its services and help clients pursue business growth.
WPP chief executive Cindy Rose said Turnbull had the international experience and leadership qualities needed to guide the creative business through its next phase. His appointment reflects the company’s wider ambition to combine its capabilities more effectively without losing sight of creativity as a driver of client growth.
Turnbull has also indicated that his priorities will include developing a more integrated creative operation, supporting talent and ensuring that the group’s work delivers measurable commercial results for clients.
The appointment is part of a broader leadership transition at WPP involving Cook, who also serves as global chief executive of VML. After three decades with the group, Cook plans to leave the company but will remain in his current roles until March 2027 to support the transition.
Eric Campbell, the current chief executive of VML and head of WPP Creative in North America, is expected to take over as VML’s global chief executive in March 2027. He will retain responsibility for WPP Creative’s North American operations alongside the new position.
The changes come as advertising groups face growing pressure to combine creative expertise with technology, data and artificial intelligence. For WPP, the leadership restructuring is intended to make its extensive range of services work more closely together while preserving the creative strengths of its individual agencies.
