Adweek reported WPP Communications and Corporate Affairs Chief Chris Wade is bailing out of the White holding company after 13 years. The news extends a long line of executives exiting the White holding company, with WPP CEO Mark Read leading the evacuation.
Wade arguably had the toughest job at WPP, pooping out positive propaganda and performative PR during times of heightening drama and plummeting profits—as well as maniacal mergers and relentless redundancies. Indeed, the hype he orchestrated could possibly be the most creative writing to come out of the blundering British-based behemoth in years.
Then again, with the rise of AI, it would probably be easy to auto-generate such pitiful puffery.
Finally, Wade announced his departure via a personal LinkedIn post, sidestepping WPP internal and official communications channels…? Brilliant.
WPP Communications Chief Chris Wade Departs After 13 Years
Former Weber Shandwick EMEA leader Michael Frohlich will step into the role
By Audrey Kemp
Chris Wade, WPP’s longtime communications and corporate affairs chief, is leaving the holding company after 13 years, a company spokesperson confirmed to ADWEEK. Michael Frohlich, former Weber Shandwick EMEA CEO, will step into the role.
Wade first announced his leaving in a LinkedIn post, and described the move as a voluntary decision aligned with broader changes underway at WPP.
“After 13 wonderful, eventful years at WPP, I’ve decided it’s time for a change,” he wrote. “I’ve been considering what’s next and, as WPP prepares for a change of its own, it felt like a good moment to do something new.”
Wade used the post to reflect on his tenure, which spanned multiple crises and milestones—from the 2017 NotPetya cyberattack, its 2018 CEO transition, to WPP’s exit from Russia in 2022.
“I’m very grateful to WPP for the opportunities it has given me,” he wrote, adding that he plans to take time off with family before deciding on next steps. Wade also praised his team and thanked the journalists who covered WPP “not only with rigour but with care.”
Wade’s exit comes during a turbulent period for WPP. In recent months, the company has lost out on major business opportunities. Rival Publicis Groupe won Coca-Cola’s U.S. media business from WPP. It whiffed on securing Spectrum’s $450 million account, which went instead to Horizon. And in June, it lost both Paramount’s media business and Mars’ $1.7 billion media account to Publicis.
WPP has also faced layoffs across its media agencies following the rebrand of GroupM to “WPP Media.” Earlier this year, a mandatory four-day return-to-office policy caused disruption at the company’s New York headquarters, where staff reported overcrowding and a shortage of desks.
“I’ll miss being part of the (largely) organised chaos, I’ll miss the views from Sea Containers and 3 World Trade Center, and I’ll miss my amazing colleagues,” Wade wrote. “But above all I’m excited to make a change and explore what comes next.”
In an email to WPP staff, Mark Read praised Wade, describing how he “has built a modern communications and corporate affairs function for WPP while tirelessly promoting and defending our reputation.”
Read the full note below:
To CEOs and Leaders; WPP HQ
After 13 successful years with WPP, Chris Wade has decided to step down as our Director of Communications and Corporate Affairs.
Having achieved so much at WPP, Chris has been considering what’s next for him for some time and – with the wider changes happening in the business and following much discussion between us – he felt now was the right moment to move on to something new.
Throughout his time at WPP, and not least during periods of turbulence and global uncertainty, the company has benefited enormously from his deep experience, astute judgement and steadfast support for his colleagues.
Chris worked very closely with me on creating the “new WPP” – helping to rebrand the company and to establish a new voice and culture at the heart of the business rooted in respect and inclusion. His contribution was invaluable to me and to the company. He has also helped us navigate the pandemic, the invasion of Ukraine and the increasingly challenged social and political environment in which we operate.
Over the last seven years Chris has built a modern communications and corporate affairs function for WPP while tirelessly promoting and defending our reputation. Our leadership position in the application of creativity and technology to marketing owes a great deal to Chris and his team, who have also transformed WPP’s own online and social presence – most recently driving mass engagement with our new brand campaign. He has also established a highly effective public affairs operation which has significantly advanced our interests and reputation with policy-makers, regulators and industry bodies.
Chris is a trusted partner and friend to countless people in every part of WPP, and he is admired and respected across the business. I’m personally very grateful for the support he has given me in the years before and during my time as CEO, and I know many others feel the same. We will all miss his wise counsel, his sense of humour and his unfailing dedication to the interests of WPP and its people.
I am pleased to announce that Chris will be succeeded by Michael Frohlich who joins us from The Weber Shandwick Collective, where he has held the position of Global Chief Client Transformation Officer and EMEA CEO for the last four years. Many of you will know Michael from his prior roles with WPP which include leading Ogilvy PR in the UK and EMEA, and subsequently the wider Ogilvy Group in the UK, where as CEO he drove the integration of the agency’s different marketing disciplines. During that time, he was also a WPP client leader for IAG and British Airways.
I’m sure you will give Michael a warm welcome (back) to WPP and I will be in touch when he starts to introduce him and his role more fully.
I know you will join me in thanking Chris for his huge contribution to WPP. I want to reiterate my thanks to him for all his advice and help to me over the last seven years and to wish him all the very best for the future.
Mark
Update July 3 at 10:45AM ET: The article now includes WPP CEO Mark Read’s note to staff.
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