WPP and Publicis Groupe's public playground squabble

Publicis has responded to remarks made by (left:): Cindy Rose, CEO of WPP. Picture right: the chairman and CEO of Publicis Groupe is Arthur Sadoun (Image: Lesely Svenson @ Bizcommunity)

The comments made by Rose referred to pitchless agency appointments, with Rose saying that major account wins are driven by rigorous client evaluations and technological capabilities, rather than relationships between chief executives.

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In an open letter to WPP chief Cindy Rose, Publicis defends its recent account wins, challenges her remarks, and takes a swipe at WPP’s exit from the Coca-Cola media pitch.

In the post entitled, titled "Dear Cindy", the French network says. At the same time, it has always enjoyed "a bit of industry back and forth, à la Maurice and Martin", it could not let Rose's theory on how it wins new business go unchallenged.

“Although it might make for a good headline, claiming we win on a ‘CEO handshake’ is an insult to clients’ intelligence,” the letter states.

The letter also acknowledged the pressure of presenting a positive narrative to financial markets, while accusing WPP of undermining clients, agency teams and the work involved in securing business.

The letter also took a pointed swipe at WPP’s decision not to participate in Coca-Cola’s North American media review.

Referring to the additional six-week pitch process, Publicis questioned whether WPP’s absence was down to capacity or capability.

“You can’t be a passionate defender of pitch culture and plead exhaustion in the same breath. If an extra six-week run was enough to sideline your teams, it’s not an endurance problem; it’s a capability one,” it says.

Publicis then comments on its post," Hey @wpp, we're not angry, we're just disappointed."

The letter also references the historic rivalry between former Publicis chairman Maurice Lévy and former WPP chief Martin Sorrell.

Publicis Groupe's Open Letter To WPP CEO Cindy Rose

Dear Cindy,

We've had a busy few days, as you may have seen, but of course we didn't miss your earnings call last week.

We've always enjoyed a bit of industry back and forth, à la Maurice and Martin, so we couldn't let your theory on how we win new business slide without a word.

Although it might make for a good headline, claiming we win on a "CEO handshake" is an insult to clients' intelligence.We all know global companies don't hand over their data, media, and tech keys over a friendly espresso. It takes months of hard testing by marketers, engineers, data architects, and procurement teams. So let's be really clear here: skipping an old-school pitch circus isn't skipping due diligence. It's clients knowing what they need and testing us to the limit.

Having worked at one of the companies that chose us this year, you know its leaders really well, and your comments sell them remarkably short. They would never have entrusted us with a task of this magnitude on a wink and a handshake.

It's as believable as saying your troops were too tired to try and win back your biggest client's biggest market. You can't be a passionate defender of pitch culture and plead exhaustion in the same breath. If an extra six-week run was enough to sideline your teams, it's not an endurance problem; it's a capability one.

Take it from us, investing in tech and talent really helps on that front.

Because in the real world, enterprise partners aren't chosen after a cosy tête-à-tête or legacy slide decks. They are chosen on connected identity and media solutions, intelligent creativity, and AI engines that drive business.

Don't get us wrong. We didn't expect a basket of muffins or a thank-you note for clearing the path to your global renewal. We understand the pressure of building a narrative for the financial markets and the urge to celebrate a win - a victory lap is fun even when you're the only one who ran. But it shouldn't require denigrating our clients, our people, and all of our efforts.

Our industry does extraordinary work. Let's give it the credit it deserves.

Very best,Your friends at Publicis

WPP's Q3 results: Disciplined execution to return to growth in 2027

29 Oct 2026

Agency relationships

PR and communications company Provoke Media asked various experts in the industry what they make of this, and quoted an agency leader who wanted to remain anonymous.

"Frankly, I find the whole exchange rather bizarre, particularly at a time when our industry is fighting for relevance and credibility, and technology platforms and consultancies continue to encroach on the traditional agency space."

Provoke Media quotes the executive warning that the dispute risked turning a legitimate debate into a public spectacle that could undermine client confidence."My advice to WPP would be to maintain a dignified silence. There is little to be gained from being drawn into a high-profile war of words on social media."

Provoke Media says," The stakes extend beyond WPP and Publicis. Following Omnicom's loss of PepsiCo's media business, its chief financial officer, Phil Angelastro, reportedly said the group was conducting a detailed review of how the account had been lost and what it could have done differently."

The debate also reflects questions about what clients value in agency relationships."