WPP Enterprise Solutions and Amazon Web Services have signed what they’re calling a multiyear strategic collaboration agreement, the latest in a series of partnerships and other pacts that the two companies (or their parent firms) have signed over the years. 

WPP Enterprise Solutions, a technology and business transformation unit, was formed earlier this year as part of a major reorganization at the company orchestrated by freshly minted CEO Cindy Rose. It’s headed by Jeff Geheb, serving as global CEO. 

The companies say that with this latest deal, WPPES brings engineering depth and creative-to-commerce expertise to AWS’s generative and agentic AI capabilities to create scaled systems for enterprise clients. WPPES engineers write the code, deploy the agents, and operate the AI, bridging the gap between creative strategy and production-grade technology. 

At the center of the collaboration is a portfolio of production-ready offerings built on AWS: 

"This collaboration with AWS is about one thing: helping our clients turn generative and agentic AI from experiments into operating systems for their businesses," said Geheb. "Enterprise leaders are past the pilot stage. They need AI that ships, scales, and delivers measurable ROI with the rigor that boards and C-suites now demand. We already build and operate production AI on AWS for the world's biggest brands. This SCA reinforces the shared commitment, engineering depth, and go-to-market alignment to deliver at even greater scale." 

The companies cited work for WPP client United Rentals as an example of the new pact’s potential.  

WPP Enterprise Solutions and United Rentals built “Equipment Agent,” an omnichannel AI-powered equipment identification solution that first launched on Amazon Bedrock Agents and since evolved onto Amazon Bedrock AgentCore. It’s billed as one of the first AI-powered recommendation solutions in the equipment rental industry and one that has purportedly generated 70% improvement in helping customers find the right equipment for their projects based on internal testing.