WPP is preparing to reorganize its major creative agency networks—Ogilvy, VML and AKQA—under a single entity called WPP Creative, according to multiple reports out of the UK on Monday. 

The move, expected to be announced later this month, is part of an ongoing streamlining effort at the holding company.  

Last year the firm restructured its media agencies including Mindshare, Wavemaker and EssenceMediacom, previously organized within GroupM, under a new entity called WPP Media.  

Production operations were similarly restructured under WPP Productions last month.  

A WPP spokesperson said the company had no comment on the reports. 

But the firm has announced that it will be releasing full-year results as well as a “strategy update” on February 26.

WPP has been trying to streamline its far-flung operations for years in a bid to make them easier for clients to understand and access. When Cindy Rose took over as CEO last September, she said the company hadn’t gone far enough with the effort and pledged to do more. 

She launched a new strategic review designed to further simplify and integrate the firm’s offering while simultaneously improving execution. She also pledged to build a “high performance culture,” expand the firm’s addressable market and strengthen financial operations. 

And she’s under the gun to show results. Over the past year WPP shares are down more than 60% and have continued to fall since the beginning of the year by about 20%.  

Last week, most of the major holdco stocks and others outside the sector were down amid worries that AI would threaten, not improve, future revenue streams at many companies.