One word can make a big difference. WPP’s move from “A Creative Transformation Company” to “The Creative Transformation Company” did just that, reshaping the brand with a subtle yet powerful shift.
When I joined WPP, it had recently repositioned as ‘A Creative Transformation Company.’ I saw an opportunity to make a more definitive statement. In a competitive landscape, being ‘The’ leader, not just ‘A’ player, makes all the difference. To illustrate this, I created visuals replacing ‘The’ with ‘A’ in well-known taglines, highlighting how this small change can alter brand perception.
When Rob Reilly joined as WPP’s Global Chief Creative Officer, I presented this idea to him. He immediately recognized its potential and became a key advocate for the change. With his support, WPP confidently repositioned itself as ‘The Creative Transformation Company.’
This change, while seemingly small, had a large impact. It reinforced WPP’s role as the industry leader and perfectly encapsulated its commitment to creative excellence.