WPP's How Humans Decide research, conducted with Oxford University's Saïd Business School across 1.2 million consumer purchase journeys, found that media and marketing plans that lead with earned influence are nearly three times more effective than paid media alone in converting consumers to purchase.
As earned influence and algorithmic discovery increasingly shape how people discover and choose brands, Devon's Point bridges production and media under one roof, connecting creator-led content directly to WPP's influence planning and media capabilities through WPP Open.
The UK's creator economy is now worth over £1.2bn and growing at 26% year on year (IAB UK, 2026), making it one of the fastest-growing parts of the marketing ecosystem.
Devon’s Point gives WPP's clients the infrastructure to operationalise creator-led marketing at scale.
The space offers brands and creators purpose-built live streaming studios, rapid shoot-and-edit facilities and dedicated creator collaboration spaces.
In the era of AI, content creation capacity is effectively unlimited, and yet the importance of human creativity, craft and big ideas has never been greater.
The London launch marks the first step in a broader global rollout, with plans to establish equivalent state-of-the-art hubs across every continent in which WPP Production operates.
“Our clients are operating in a fiercely competitive and fast-paced environment, and they are asking us for bolder, more integrated solutions. Devon’s Point brings our world-class creativity and our advanced AI capabilities under one roof to do exactly that. It's a major investment in our people, our technology, and ultimately, the success of our clients," says Cindy Rose, CEO of WPP.
Spanning 34,000 sq ft across a multi-floor industrial footprint, the studio marks a major evolution in global content production, bringing together advanced AI-powered virtual production technology, modular studio environments and post-production capabilities under one roof, enabling WPP’s global clients to move from concept to finished content at the speed modern marketing demands.
The facility will be operated by WPP Production, WPP’s global production operating unit of nearly 10,000 craft experts and will be home to members of the company’s Hex Studio, WPP’s frontier creative technology studio, whose teams apply capabilities spanning generative and agentic AI, immersive technology and robotics to live client challenges.
“Our new flagship studio unites advanced technology with world-leading craft. We have built an ecosystem where virtual production, generative workflows and physical creation coexist seamlessly.
"This facility enables our hybrid creators to deliver quality, culturally resonant storytelling at unprecedented speed and scale, unlocking vast potential for our clients," says Richard Glasson, global CEO of WPP Production.
Devon’s Point also integrates with WPP Open, WPP’s agentic marketing platform.
The facility's AI-enabled production solutions connect directly to WPP's creative, media and enterprise solutions capabilities, which gives clients access to more integrated service offerings and a common intelligence layer across all their marketing activities.
The launch of Devon’s Point forms part of WPP’s Elevate28 Growth Strategy unveiled in February 2026, which includes establishing unified, next-generation creative and production capabilities to deliver superior growth for clients.
Devon’s Point has been built from the ground up to support the modern demands of global brand marketing across every format and channel.
Key highlights of the facility include:
WPP is committed to investing in the next generation of AI-native creative talent and the Devon's Point facility will serve as a hub and training centre for graduates of WPP’s Creative Technology Apprenticeship, a nine-month paid programme launched in London in 2022 to create new career paths into emerging creative technology roles.
Apprentices learn through live commercial application, working with WPP practitioners and technology partners before progressing into opportunities throughout the WPP network, including the company’s Hex Studio.
By connecting training directly with client work, Devon’s Point will help turn investment in technology into long-term creative skills, careers and client growth.
Following an event to mark the opening of the space for clients, partners and brand leaders, Minister for Reindustrialisation Blair McDougall, said, "The UK's creative industries are one of our fastest-growing sectors, powered by creativity, talent and innovation.
"I welcome WPP's investment in Devon's Point, which demonstrates how the industry is embracing emerging technologies while simultaneously future-proofing the workforce of the future with the skills needed to drive growth for the UK and beyond.
"This is exactly the kind of global ambition and collaboration we want to see as we deliver our Industrial Strategy."
