WPP Kept at Buy as Berenberg Notes Management's 'Upbeat' Tone After East London Production Site Visit

06:18 AM EDT, 09/28/2026 (MT Newswires) -- Berenberg reiterated its buy rating on WPP (WPP.L), noting management's "upbeat" tone regarding its capabilities and growth prospects after analysts visited the company's artificial intelligence-powered production facility in East London. "AI is seen as value accretive when combined with human craft, with clients and consumers still demanding authenticity. This positive tone is supported by WPP's solid H1 2026 positions in both JPMorgan's and COMvergence's new-business rankings," the research firm said Monday. "Management reiterated its view that human-led craft sets the creative bar, while AI and virtual production amplify speed, personalisation and efficiency." Analysts also noted the communications and advertising company's view of further sales and profit growth in the production market despite expectations of the sector's "flat to declining" performance in the medium term. Looking ahead, Berenberg said WPP's third-quarter trading update in late October is the next key catalyst, along with further contract announcements and improved new-business rankings. Meanwhile, more details about the company's digital and transformation offerings are expected to be unveiled at the December Enterprise Solutions webinar. The stock's price target was unchanged at 4.70 pounds sterling.