WPP reported that its key top‑line performance metric fell 2.8% on a like‑for‑like basis in the second quarter, an improvement from the 6.7% decline recorded in the first quarter. The result was better than the 6.3% decline analysts had expected, according to consensus estimates compiled by Vuma.

The London‑based advertising group credited the smaller decline to a recovery in its media‑buying operations. Chief Executive Cindy Rose said the company is on track with the first phase of a turnaround plan aimed at stabilizing the business by 2028, pointing to new business wins and improved client retention as evidence of progress.

WPP said the turnaround effort continues as it seeks to rebuild revenue streams while managing pass‑through costs. The better‑than‑expected Q2 outcome suggests the early stages of the plan are having a positive impact.

Looking ahead, WPP expects to build on the media‑buying recovery and further client‑retention gains to meet its long‑term goal of stabilizing the top line by the target year 2028.