HEX

WPP's dedicated AI-native creative studio, positioned as a forward-looking production and R&D unit within one of the world's largest advertising holding companies

HEX is a next-generation creative studio launched on 4 June 2026 as part of WPP Production, WPP's global content and production arm. Staffed by approximately 50 Gen-Z creative technologists, HEX operates at the intersection of creative production, research and development, and strategic consultancy — purpose-built to harness AI tools and workflows for brand storytelling and marketing content at scale. It represents WPP's deliberate effort to build a new kind of talent pipeline designed specifically for the AI era, recruiting and developing digitally native creators who are fluent in generative AI, emerging media formats, and rapid prototyping. HEX is positioned as both an internal capability and a client-facing studio, enabling WPP and its agency network to deliver AI-augmented creative work faster and more experimentally than traditional production models allow. Its R&D function means it also serves as a testing ground for new creative technologies, feeding learnings back into WPP's broader ecosystem of agencies and production units. This dual mandate — producing real work while exploring what's next — distinguishes HEX from conventional in-house studios or agency production departments. In the broader AdTech and MarTech landscape, HEX signals a wider industry shift toward embedding AI-native talent and processes directly within holding company structures. By launching a dedicated studio rather than retrofitting existing agencies, WPP is betting that the future of creative production requires fundamentally different people, tools, and culture. HEX competes conceptually with independent AI creative studios and in-house brand content teams, while also complementing WPP's existing agency brands such as Ogilvy, VMLY&R, and Grey.