WPP and IT services company Kyndryl are expanding their relationship so that each company becomes a major customer and partner of the other. 

Kyndryl is a digital transformation specialist that was spun off from IBM in 2021. It provides IT infrastructure management, cloud services, data modernization, and other services.    

With the expanded pact, WPP becomes Kyndryl's preferred global marketing agency with the holding company’s role extending beyond media buying and branding work to include broader marketing services, digital experiences and AI-powered marketing operations using WPP Open. 

In turn, the holding company will leverage Kyndryl's Agentic AI Framework throughout its operations. That will help WPP improve its IT systems, in part by retiring older software and using AI to move more of those operations onto modern platforms. Those improvements are expected to reduce costs overtime although the holding company did not quantify those reductions. 

The firms said they would continue working together to sell combined technology and marketing services to enterprise clients, particularly in the finance and retail sectors.  

The partnership builds on a collaboration first announced in 2025 between Kyndryl Consult and what is now WPP Enterprise Solutions.