London — WPP became one of the first major British companies to reinstate its dividend on Thursday, after cost cuts paid off and the world’s biggest advertising company won work to help customers market new, expanded e-commerce models.

The owner of Ogilvy, Grey and Hill+Knowlton agencies declared an interim dividend of 10p per share and said it would relaunch its share buyback when the environment stabilises. Its shares rose 5%...

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