British multinational WPP still top of the heap

WPP strengthened its position at the top of the advertising industry last year as its geographical reach and strong digital sales gave it the edge over its two closest rivals, who were distracted by a failed merger.

The British company, run by the high-profile Martin Sorrell, said yesterday that 2015 had started strongly with an increase in January trading, helped by standout performances in the US and China.

WPP’s reassuring outlook and the January performance marked a slight improvement in sentiment from an October update, when Mr Sorrell said trading in the fourth quarter was set to be tough.