In a strategic move to better align with client demands, Wieden+Kennedy has announced a significant reduction in its Portland workforce, resulting in the layoff of 90 employees, which accounts for 20% of its staff in the city.
Jason White, President of Wieden+Kennedy Portland, clarified that the decision stemmed from the necessity to synchronize operations with client requirements. Before the layoffs, the agency employed approximately 440 individuals in Portland.
“Layoffs are terrible. There’s no way to sugarcoat it,” expressed White in a statement to Ad Age. “But, we’ve gotten to a place in Portland where we need to make changes to align better with how our clients work. Saying goodbye to any of our people is always a last resort, and we never make that decision lightly. Our focus right now is supporting everyone through this transition.”
The restructuring at Wieden+Kennedy’s Portland office signals a concerted effort to adapt to evolving industry dynamics. Notably, the agency confirmed that there are no further layoffs planned as part of this restructuring initiative.
With the reduction in its Portland workforce, Wieden+Kennedy’s New York office now stands as the largest within the independent network, boasting a headcount of 479 employees.
REELated:
Despite challenges, including account losses such as TurboTax in Portland and Duracell in New York, Wieden+Kennedy’s revenue has remained relatively stable, hovering around $300 million in the U.S. over the past few years, as indicated by its latest Ad Age A-list submissions. The agency has also secured new business opportunities with clients like Ancestry in Portland and Coffee Mate in New York, among others.
The agency’s leadership remains committed to navigating through changes while maintaining its reputation for creative excellence and client satisfaction.
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