Implementing zero-rebuild promotion
Rebuilding container images in a production environment can introduce unnecessary risk and the potential for configuration drift. In order to maintain environmental consistency, WPP embraced a “build once, deploy many” methodology that applied cross-project IAM logic and Google Cloud Artifact Registry configurations.
As part of this process, developers build and test container images in the development environment. Once those exact, immutable container images are validated, they’re promote directly to production. This zero-rebuild promotion ensures total parity across deployment stages and eliminates unexpected production behaviors. The CI/CD templates also facilitate progressive traffic migration, which allowed teams to route a small percentage of traffic to new revisions before initiating a full rollout.
Immutable deployments. Traceable data. Unshakable trust. When you know exactly what goes into your AI, you can ship at the speed of light.
– Ranjith K Poldas
Associate Director , Devops (I&P), WPP Media
Automating security and intelligent networking
With this modern architecture, enterprise security acts as a foundational enabler for WPP, so it integrated Wiz security scanning directly into the pre-push phase of the CI/CD pipeline to catch vulnerabilities before code merges. The company also utilized Google Cloud Identity-Aware Proxy to enforce zero-trust access across its internal applications.
To further simplify operations, WPP adopted templates with intelligent virtual private cloud (VPC) logic. This configuration automatically identifies and resolves networking conflicts between legacy VPC connectors and modern Direct VPC access. This automated networking prevents deployment failures and accelerates the release cycle.
Monitoring operational health and driving ROI
Because a resilient platform foundation requires deep observability, WPP’s engineering team now monitors strict operational metrics instead of relying solely on deployment frequency. The team tracks request latency across p50, p95, and p99 percentiles, alongside 4xx and 5xx error rates. It also monitors container startup times to mitigate cold starts, while tracking overall CPU and memory utilization. This granularity ensures that both data pipelines and serverless infrastructure always remain highly available.
“Navigating a transformation of this scale across multiple complex workstreams—spanning data engineering, platform infrastructure, and AI integration—required more than just alignment; it demanded deep, mutual trust. Working as true partners, Google Cloud and WPP moved in lockstep to deliver production-ready platform capabilities on time.”
Yang Yue , Program Manager , Google Cloud
For WPP, operationalizing its data and AI stacks at this velocity provided the necessary infrastructure for its advanced workloads, and the business impact was clear and quantifiable. By building this dual foundation, the company reduced creative and strategy time from four weeks to just three hours. It also saw a 70% gain in production efficiency, a 33x increase in content volume, and a 2.8x increase in campaign return on investment. In short, by partnering with Google Cloud and implementing a broad suite of products and tools, WPP was able to quickly realize a significant ROI and boost productivity, efficiency, reliability, and security across the company.
