WPP has named Microsoft executive Cindy Rose as its next CEO amid mounting pressure from big client losses and AI disruption. Why it matters: The ad giant is in the thick of an identity reset, and Rose's Big Tech background underscores its bid to modernize and compete in the AI era.

Britain's WPP named board member Cindy Rose as its new chief executive on Thursday, tasking the senior Microsoft executive with leading its recovery a day after a major profit warning showed the scale of the challenge at the ad group.

The Microsoft exec was hiding in plain sight as the next leader of embattled WPP, but what will her vision look like?