财报解读 2025年7月9日，全球广告巨头WPP突然发布了一则未经安排的财报更新，将全年业绩预期大幅下调。这一消息迅速在资本市场和广告行业内引发震动：当 天WPP股价应声下跌18.09 %，创下2020年以来最大单日跌幅。 收入指引骤降，裁员未能止损 根据WPP发布的2025年上半年交易更新,WPP集团预计上半年可比营收（剔除转手成本）将同比下降 4.2%至4.5%，其中第二季度单季降幅或达 5.5%至6%， 大大低于市场预期； 上半年核心经营利润预计为 4亿至4.25亿英镑，利润率降至 8.0%至8.5%，同比下滑约300个基点； 预计全年营收将下滑 3%至5%，而此前预测为 0%至-2%； 全年核心利润率预计下降 50至175个基点，显著低于此前"基本持平"的预期。 值得注意的是，WPP已在2024年上半年裁员约3,800人（占总员工数的3.5%），并计划通过WPP Media的重组与优化行动实现 每年1.5亿英镑的结构性成本节 省。但显然，在需求持续疲软的背景下，这样的止损措施尚未形成有效反弹。 客户流失严重，"阳狮化"趋势增强 里德在财报电话会上承认，WPP的业绩重灾区主要集中在 WPP Media， ...

Financial Performance and Key Metrics Changes - In Q1 2025, net sales decreased by 2.7%, aligning with company expectations, but the management expressed dissatisfaction with these results [4][12] - Revenue less pass-through costs fell by 7.6% in the quarter, impacted by the FGS Global disposal and foreign exchange fluctuations [13] - Adjusted net debt at the end of March was GBP 3.7 billion, down year-on-year but up from year-end, with an average adjusted net debt to headline EBITDA ratio expected to be within the target range of 1.5% to 1.75% in 2025 [25][26] Business Line Performance Changes - Global Integrated Agencies saw a like-for-like decline of 2.8%, with GroupM down 0.9%, reflecting growth in the U.S. but offset by prior year client losses and a challenging media environment in Europe [14] - Public Relations experienced a like-for-like decline of 6.2%, while Specialist Agencies grew by 1.2%, driven by strong performance from CMI Media Group [17] - Hogarth, the production business, returned to high single-digit growth, indicating a recovery from previous challenges [16] Market Performance Changes - North America saw a slight decline of 0.1% in Q1, with growth in automotive, TME, and financial services sectors, while the U.K. declined by 5.5% due to project-based work and client losses [18][19] - Western Continental Europe experienced a like-for-like decline of 4.5%, primarily due to pressures on project-based businesses [20] - China faced significant challenges, with a decline of 17.4% in Q1, attributed to macroeconomic pressures and client assignment losses [20] Company Strategy and Industry Competition - The company is focused on three strategic priorities for 2025: driving adoption of WPP Open, supporting GroupM's growth, and improving new business success rates [44] - The acquisition of InfoSum is seen as a significant step forward in enhancing data intelligence for clients, aiming to improve marketing effectiveness and efficiency [52][56] - The management emphasized the importance of geographic and client industry diversity as a strategic advantage in navigating the uncertain macro environment [39] Management's Comments on Operating Environment and Future Outlook - The management acknowledged the challenging macro environment, particularly due to tariff uncertainties, but noted that there has not been a significant change in client spending patterns [8][38] - There is cautious optimism regarding the second half of 2025, with expectations for improved performance as new business wins ramp up [29] - The management remains vigilant and disciplined in managing costs while continuing to invest in strategic initiatives [9][30] Other Important Information - The company expects to maintain a flat headline operating margin for the year, excluding the impact of foreign exchange, supported by structural cost savings and disciplined cost management [30] - The impact of foreign exchange is now expected to be a drag of 2% for the full year, affecting margins [32] Q&A Session Summary Question: On GroupM's simplification and cost efficiencies - The management expects increased cost efficiencies from GroupM's simplification initiatives, with benefits anticipated more in 2026 than in 2025 [62][67] Question: Impact of net new business in Q1 - The impact of net new business in Q1 was slightly down year-on-year, with expectations for a drag in H1 and better performance in H2 as recent wins ramp up [68][69] Question: Margin expectations for H1 - The management indicated that H1 margins would be impacted by top-line performance but expects to deliver flat margins for the year, excluding FX [70] Question: Comparison of current ad market behavior to 2009 - The management noted that while there is uncertainty, clients have learned to prioritize spending, and there has not yet been a major pullback in spending patterns [76][80] Question: Performance of AKQA and potential asset disposal - The management clarified that while AKQA has been weak, there are no immediate plans for disposal, and they are focused on improving performance [122][123] Question: Realistic expectations for H2 performance - The management suggested that while H2 needs to be positive to reach the midpoint of guidance, there are factors such as new business wins that could support this [124]