INVESTOR DAY Creativity Powered by Technology

INVESTOR DAY Creativity powered by technology

15 JANUARY 2020 SAFE HARBOUR STATEMENT

In order to utilise the ‘safe harbour’ provisions of the United States Private Securities Litigation Reform Act of 1995 (the ‘PSLRA’), WPP plc is providing the following cautionary statement. This presentation contains certain forward-looking statements – that is, statements related to future, not past events and circumstances – which may relate to one or more of the financial conditions, results of operations and businesses of WPP plc and certain of the plans and objectives of WPP with respect to these items. These statements are generally, but not always, identified by the use of words such as ‘will’, ‘expects’, ‘is expected to’, ‘aims’, ‘should’, ‘may’, ‘objective’, ‘is likely to’, ‘intends’, ‘believes’, ‘anticipates’, ‘plans’, ‘we see’ or similar expressions. Actual results may differ from those expressed in such statements, depending on a variety of factors including the risk factors set forth in our most recent Annual Report and Form 20-F under “Risk factors” and in any of our more recent public reports. Nothing in this presentation is intended as a forecast, nor should it be taken as such.

Our most recent Annual Report and Form 20-F and other period filings are available on our website at www.wpp.com, or can be obtained from the SEC by calling 1-800-SEC-0330 or on its website at www.sec.gov.

2 TODAY’S THEMES

What is WPP’s growth opportunity as marketing GROWTH and technology collide?

How is WPP transforming its business for its clients TRANSFORMATION and for its growth?

TECHNOLOGY STRATEGY What is WPP’s technology strategy and roadmap?

What capabilities does WPP have today and how CAPABILITIES are we helping our clients transform and grow?

WPP 3 DIGITAL MEDIA LEADING

MARKETING AND DEMOCRATISATION TECHNOLOGY ARE DATA OF CONTENT TSUNAMI CREATION AND COLLIDING – RESHAPING CEO CONSUMPTION CMO HOW CLIENTS MUST CIO APPROACH MARKETING

GROWTH GROWTH IS IN OF BIG TECH ECOMMERCE COMPANIES

WPP 4 DIGITAL MEDIA IS NOW LEADING PROGRAMMATIC SHARE OF DIGITAL DISPLAY MARKET2

ADVERTISING SHARE BY MEDIUM1 Internet Newspapers Magazines TV Radio Outdoor + Cinema Today 100% 2012: 10% 90% 2019: 65% 80%

70%

60% IMPACT 50%

40% • Fragmentation of audience 30% • Personalisation of messaging 20% • Volume of creative 10% • Commerce and content 0% merging • Media scale and data scale Acquisition of 24/7 Real Media Launch of Xaxis Acquisition of Essence drive performance

1. Source: GroupM WPP 5 2. As % of digital display. Source: eMarketer CONTENT CREATION AND CONSUMPTION IS DEMOCRATISING

GLOBAL “TRADITIONAL” TV NUMBER OF VIDEOS WATCHED SVOD SUBS1 VIEWING (18-34yo)2 ON YOUTUBE DAILY

1BN By 2024 -40% Since 2015 5BN

TIKTOK INTERNET-BASED USERS WHO DISCOVER NEW REACHED VIDEO (18-34yo)2 PRODUCTS ON INSTAGRAM

1BN >28% Share 60% Users faster than any other social media platform

1. Source: Digital TV Research WPP 6 2. US data. Source: Nielsen ALMOST ALL RETAIL SALES GROWTH NOW FROM ECOMMERCE ECOMMERCE AS % OF RETAIL SALES, 2019 FORECASTS

40%

35%

30%

25%

20%

15%

10%

0% Global China UK South Korea USA France Germany India YOY GROWTH +21% +27% +11% +18% +14% +12% +8% +32%

Source: eMarketer 2019 forecasts WPP 7 BIG TECH COMPANIES ARE DISRUPTING THE WORLD 10 LARGEST GLOBAL COMPANIES BY MARKET CAP

1 Jan 2010 1 Jan 2020 RANK NAME MARKET CAP ($B) RANK NAME MARKET CAP ($B)

1 PetroChina Co Ltd 353 1 Apple Inc 1,305

2 Exxon Mobil Corp 324 2 Microsoft Corp 1,203

3 Microsoft Corp 271 3 Alphabet Inc 923

4 ICBC 269 4 Amazon.com Inc 916

5 Walmart Inc 204 5 Alibaba Group Holding Ltd 615

6 China Construction Bank Corp 201 6 Facebook Inc 585

7 BHP Group PLC 201 7 Berkshire Hathaway Inc 554

8 HSBC Holdings PLC 199 8 Tencent Holdings Ltd 460

9 Petroleo Brasileiro SA 199 9 JPMorgan Chase & Co 437

10 Alphabet Inc 197 10 Johnson & Johnson 384

WPP 8 THE FORRESTER “WAVE”, CUSTOMER CLIENTS NEED HELP DATABASE AND ENGAGEMENT AGENCIES, Q2 2018 WITH THE DATA TSUNAMI

WPP’s Data Strategy

• Critical to drive data into marketing

• Best results come from integrating data

• Use of PII needs to respect consumers

• Data integrators not data owners

• Strategic relationship with Kantar

WPP 9 CEOS, CMOS AND CIOS ARE ASKING QUESTIONS THAT WPP IS WELL EQUIPPED TO ANSWER

• How can I adopt technology faster to meet customer expectations?

• How do I personalise my marketing in a way that’s not creepy?

• How do I build my brand online and protect my reputation? How can I know that my messages appear in safe environments?

• How do I sell more online? Should I work with Amazon or go direct?

• How do I navigate competing marketing technology vendors? Should I go with Adobe or Salesforce?

• How can I maximise the returns and value from my investments in Google, Facebook, Amazon or Alibaba?

WPP 10 WPP is a CREATIVE TRANSFORMATION COMPANY WITH AN OFFER TO DELIVER TO MODERN MARKETERS AND EXPAND INTO FASTER GROWTH MARKETS

COMMUNICATIONS EXPERIENCE COMMERCE TECHNOLOGY

c. $1 trillion market: 1 2-3% growth1 $600-900 billion market: 5-15% growth

1. GroupM forecast WPP 12 WPP STARTS WITH SIGNIFICANT STRENGTHS WPP’S WORK INCREASINGLY TRANSFORMS HOW OUR CLIENTS ENGAGE WITH CONSUMERS

RESULTS 6M 250K #1 Global New members Customer journey members each month (JD Power)

WPP 14 WE ARE REINVENTING CREATIVITY ON A BROADER CANVAS

RESULTS +119% 1.5M +4.4% Mentions of Minutes Q3 19 same Winner, Wendy’s on watched restaurant sales Social & Influencer social media Grand Prix

WPP 15 THE GARTNER MAGIC QUADRANT FOR GLOBAL MARKETING AGENCIES, 2019

OUR INTEGRATED AGENCIES ARE WELL RECOGNISED BY CONSULTANCIES

WPP 16 OUR MODERN OFFER IS WINNING BUSINESS WITH “DIGITAL ENDEMIC” CLIENTS

ADVERTISING SPEND OF EIGHT "DIGITAL #2 client ENDEMIC" MARKETERS* ($BN) Creative, technology 26.3 Media Media 20.9 Media, creative 16.8 Creative, PR 13.6 Content, media 11.8 9.1 Content, media, PR

Media, technology Top 20 client

FY13 FY14 FY15 FY16 FY17 FY18 Top 20 client

*Disclosed ad spend from Amazon, Alphabet, Booking.com, Netflix, IAC, Facebook, Uber and EBay WPP 17 CONTINUATION OF WPP’S DECADE-LONG STRATEGY

Acquisition Integration Transformation

2010 – 2015 2016 – 2019 2020 – onwards

Acquisition of specialist MarTech Integrating specialist businesses Transforming our technology and AdTech boutiques to fast- into the core offering of scaled offering through a coordinated track WPP capabilities. global networks. strategy and scaled global programmes. • AKQA (product & service design) • GroupM (Essence) • Essence (digital media) • WundermanThompson • Strategic partner programme • Salmon (ecommerce) (Salmon, Acceleration, • Scaled training & enablement • Cognifide (content) Cognifide) • Differentiated product • Acceleration (consulting) • Ogilvy (Verticurl) development • Verticurl (B2B CRM) • VMLY&R (Rockfish) • OPEN platform • Rockfish (ecommerce) • WPP AI

WPP 18 OUR STRATEGY FOR TRANSFORMING WPP BUILDS ON THESE STRENGTHS Six key tasks

1 Provide clients with stronger transformational leadership

2 Re-invest in and re-invent creativity

3 Integrate “creative” and “digital” to make offer more client-centric

4 Implement a single technology strategy across the company

5 Invest in growth areas of experience, commerce and technology

6 Partner closely with the media technology and MarTech giants

WPP 19 BREAK-OUT SESSIONS

• Data strategy and differentiation; how data drives creativity; AI in practice; Xaxis and CoPilot DATA AND AI • Niel Bornman (Global Chief Technology Officer – Data & Product) • Nicolas Bidon (Global CEO, Xaxis)

• Scale and expertise in MarTech; systems integration plus creativity; agency MARKETING culture; growth opportunity TECHNOLOGY • Mel Edwards (Global CEO, Wunderman Thompson) • Ab Gaur (Founder/CEO of Verticurl and Global Head of Ogilvy’s MarTech COE)

• Attractive and new growth market; strong track record in competitive pitches; EXPERIENCE AND measurable outcomes COMMERCE • Sam Kelly (Managing Partner, Executive Board, AKQA) • Neil Stewart (CEO, Wunderman Thompson Commerce)

• Differentiated strategy; depth of collaboration; joint product and service STRATEGIC development; Essence and Google PARTNERSHIPS • Sanja Partalo (EVP, Global Head of Strategic Development & Partnerships) • Dave Marsey (President, Global Google Client Partner, Essence)

WPP 20 TECHNOLOGY STRATEGY AND PROGRESS UPDATE

STEPHAN PRETORIUS Group CTO SCALED GLOBAL OPEN PARTNERSHIPS PLATFORM

OUR UNIQUE APPROACH

DISTRIBUTED DEEP INNOVATION SPECIALISATION

WPP 22 KEY QUESTIONS

1. How do we deliver value and differentiation through our integrated partner strategy?

2. How do we capture the value of distributed innovation through our OPEN platform?

3. How do we empower our people with stronger technology skills and deep specialisation?

4. What is the future of creativity driven by technology?

WPP 23 PARTNERING FOR GROWTH WE ARE LEVERAGING OUR TECH PARTNERS TO MODERNISE OUR OFFER AND DRIVE GROWTH

MEDIA & COMMERCE PLATFORMS

1. Invest in WPP leads to run each of the major partnerships

2.Group-wide MSAs and JBPs, coordinated and managed by WPP

3.Joint Product & Solution Development

4.Preferential Access to Partner Data & Technology

5.Joint Go-to-Market

6.Partner-Supported, Globally Scaled Enablement Programmes

MARKETING & ADTECH SOFTWARE & CLOUD

WPP 25 FOR 2020, WE ARE FOCUSED ON STRATEGIC JBPS WITH 8 KEY PARTNERS

JOINT PRODUCT & SOLUTION ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ DEVELOPMENT

PREFERENTIAL ACCESS ✓ ✓ ✓ ✓ ✓ TO DATA & TECH

JOINT GO-TO-MARKET ✓ ✓ ✓ ✓ ✓

ENABLEMENT PROGRAMMES ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

WPP 26 DIFFERENTIATING OUR OFFER WITH MAJOR DIGITAL MEDIA PLATFORMS

• Governance for • Governance for FB • Governance for • Governance for • Partnership around Google • Gamma Signals – Amazon Ads Bing AR with WPP • Bridge for Google, API for brand lift • DCO based on AMZ • Bridge for Immersive COE YT, DV360 studies commerce data LinkedIn • Contextual Ad • EVA – Instagram • Path to Purchase • Digital Brand Targeting image access for simulation tool for Governance • Customer Cloud strategic planning Amazon Ads • Content tools • Amazon-shipped Intelligence • Instagram DCO for on-the-box AR ad Stories units (POC)

Confidential WPP 27 INNOVATING FOR GROWTH DISTRIBUTED INNOVATION ACROSS OUR OPERATING COMPANIES

WPP 29 WPP OPEN is our common technology platform that combines the leading solutions, applications and data from across WPP, supported by unique partnerships, to help us deliver creative transformation.

SOLUTIONS APPLICATIONS DATA

WPP 30 PRODUCTS INCLUDED IN WPP OPEN UNDERGO A STRICT INDUSTRIALISATION PROCESS

LEGAL SECURITY 30+ TECHNICAL MARKETING Industrialisation OPERATIONS criteria

COMMERCIAL

Secure, Scalable, Accessible, Commercial

WPP 31 • DATA – Data from across WPP and 3rd parties • APPS – Self-serve applications from across WPP and 3rd parties • SOLUTIONS – Technology solutions from across WPP that require more hands-on sales and implementation

• FUTURE MAKERS – Communities, content and access to technology training and events to help cultivate future makers

• PARTNERS – Direct link to partner content, events, access to tools and more • RESOURCES – Resources that support people in buying, selling and using the products as well as WPP Open support

MODERN MARKETING TECH CREATIVE & PRODUCTION DIGITAL MEDIA PLATFORMS

Hard technology skills and Technology skills and capabilities Technology-grounded but channel capabilities for our technology for our creative & production specific best practices for creative, and consulting community. communities. production & media communities.

• Modern Marketing Cloud • Adobe Creative Cloud • Google • AI (optimisation, • InVision Product Design • YouTube categorisation) • Voice • Facebook • Data Science • Immersive Formats (AR/VR/MR) • Amazon • Creative AI • Snap • LinkedIn

WPP 35 GLOBALLY SCALED ENABLEMENT PROGRAMMES FOCUSING ON 3 HIGH GROWTH AREAS

MODERN MARKETING TECH CREATIVE & PRODUCTION DIGITAL MEDIA PLATFORMS

Adobe Experience Cloud Adobe Creative Cloud Google Marketing Platform ✓ 2,400 specialists ✓ 47,300 creatives ✓ 27 GMP Accredited Companies ✓ 7 GMP Sales Partners Salesforce Marketing, InVision Product Design ✓ 10,000 Skillshop total users Commerce, Service Cloud ✓ 7,500 designers (45,000 modules completed) ✓ 800 specialists Facebook ✓ 300+ new certifications in 2019 Google Cloud Platform ✓ 500 specialists* Snapchat ✓ 500 certified individuals in 2019

* 2019 net new WPP 36 WPP SUPPORTED WITH FUTURE MAKER PROGRAMMES FOR KEY EMERGING CAPABILITIES

IMMERSIVE (AR/VR)* VOICE*

GAMING/ESPORT** CREATIVE AI**

* Launched Q2 2019 ** Launched Q4 2019 WPP 38 WPP AI IS ALREADY WIDELY ADOPTED

The Next Rembrandt Kantar AI AI-powered online shopping for Cognitive dress for Predictive Campaign dogs IBM Watson Performance

Dress for respect Speedgate Theraflu AI Driven Effectiveness Content Intelligence Engine

AI driven programmatic Agent Based Modelling AI Driven Content AI driven context Voice-powered Immersion

WPP 39 BUT WE WANT TO GO EVEN FASTER IN 2020

ENABLE ACCELERATE RESEARCH

Fast-track our people’s AI Embed AI resources across Future focused AI research to capabilities through education product and creative teams create new value in marketing and collaboration to accelerate the value from AI and advertising

WPP 40 SCALED ENABLEMENT

ENABLE ACCELERATE RESEARCH

THROUGH 2021 50 000 People enabled with a clear understanding and ability to articulate the power and value of AI to our clients.

Online L&D journey crafted in close collaboration with the Chief People Officer's team.

WPP 41 SCALED ENABLEMENT

ENABLE ACCELERATE RESEARCH

THROUGH 2021 5 000 Certified data scientists, engineers and creative technologists, trained through customised training programmes, collaborating, peer reviewing each other’s work and knowledge sharing to accelerate learning and value to our clients.

WPP 42 SCALED ENABLEMENT

ENABLE ACCELERATE RESEARCH

THROUGH 2021 150 Graduate Diploma in AI for Marketing for senior executives.

WPP 43 ACCELERATED PRODUCT DEVELOPMENT

ENABLE ACCELERATE RESEARCH

PHASE 1 Stage PHASE 2 Stage LAUNCHED Q1 2020 WPP Open products + AI Accelerate creative + AI

Resources to enhance current or build Sustainable programme to maximise the new AI into the products that will potential of human creativity + AI. become available via WPP Open.

WPP 44 ORIGINAL RESEARCH

ENABLE ACCELERATE RESEARCH

A B ?

SYNTHETIC MEDIA HYPERGRAPHS SOCIAL MODELLING CAUSALITY EXPLAINABILITY AI assisted video Staying at the cutting Understanding human Proving cause and Understanding AI and text edge of graph theory social context effect decisions

WPP 45 THE FUTURE OF CREATIVITY WPP 47

Q&A THANK YOU