Rose is credited by those close to her as having the calm leadership skills required to navigate WPP through choppy waters.

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.

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