""You can't build a brand on sizzle alone," he says. "We need to stop behaving like we're designing fireworks and start thinking like master architects who need to sustain through disruption. Timeless brands remain unfazed by change because of the worlds they've built. You can react to today or build for tomorrow.""
""The future of growth won't be bought, it will be built," says Brian Lesser, chief executive officer of WPP Media. "It's not a world of incrementality anymore. It's a world of reimagination and reinvention.""
""Our vision isn't evolution," he says, "It's reinvention that requires bold action.""
Brian Lesser urges agencies to move away from temporary, incremental activations and instead design enduring brand worlds capable of sustaining disruption. He emphasizes that future growth must be built through reimagination and reinvention rather than bought through isolated campaigns. WPP has rebuilt its flagship AI-powered marketing platform and added a self-serve WPP Open Pro to enable smaller brands to plan, create and publish campaigns. Under CEO Cindy Rose, WPP is undergoing internal reconstruction, shifting from a traditional service model toward an AI-powered media collective and framing the change as structural reinvention requiring bold action.
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