I would like to keep an open mind when it comes to UK’s shares, but some still worry me instinctively, including these two FTSE 100 Giants. I never had, but I was sometimes seduced. Fortunately, the deal was not concluded.

One name caught my attention is the international ads and media set WPP (LSE: WPP). She has been pressured since the founder and driving force, Sir Martin Surrell came out under a cloud in 2018. The stocks have lost 28 % of its value during the past year and now it is trading at its lowest level in 10 years.

I am afraid of the price of wpp

I was tempted because the arrow looks cheap, as the price ratio to the profits was about 10.5, and it offers a return to a juice of 7.5 %. This is one of the highest rates on the entire FTSE 100. This profile fits many of my last purchases, but I must draw the line here.

Besides its own mistakes, the WPP is also at the mercy of the deep market transformations. The most urgent is artificial intelligence. Optical CEO Mark Reed recently admitted artificial intelligence “Our work is completely disrupted”. This is a disturbing note to end the president.

Artificial intelligence tools now allow companies to create creative content within the company, which may reduce demand for traditional media agencies. Although WPP was early for technology, I am not convinced that he could remain at the top of the curve.

She has already lost her crown as the largest advertising company in the world through France’s revenues PUBLICIS. Now he faces renewed pressure from the constant merger of $ 13.25 billion among American competitors Omnicom and Interpublic collection.

WPP is not in free fall. The Q1 results, which were released on April 25, showed revenues that decreased by 5 % to 3.24 billion pounds, and only 0.7 % less on a similar basis. But the trend of travel is still unclear, and the best avoiding companies in the middle of existential transformations. The new CEO, who was appointed as soon as he was appointed, must obtain it correctly.

Vodafone shares also excite me

Other stocks that you have long avoided Vodafone (LSE: VOD). I was writing about the communications giant for more than 15 years, and although its chunky profits often seduce me, the uncompromising share price has kept me at the length of the arm.

There are reasons to be more positive today. The MARGHERITA Della Valle CEO’s transforming plan is made more clear than previous efforts, and the Vodafone share price increased by 7 % over the past year.

Yes, the profit distributions decreased in March, but the shares still offer a powerful return by 5.1 %, which is higher than the average FTSE 100.

The revenues of the entire year increased by 2 % to 37.4 billion euros, and the re -purchase of another share of 2 billion euros raised. Vodafone UK’s merger should open with three operational benefits.

But this is still a brutal competitive sector. Vodafone faces margin pressure from their low -cost competitors across the main markets. Although it reduced the net debt by 10.8 billion euros in 2024, it still owes 22.4 billion euros. This is dangerous luggage because interest rates prove a stick.

It should continue to pump billions to 5G and fiber infrastructure, while they are still struggling in Germany despite the investment of 20 billion euros there.

Vodafone shows signs of life, but like WPP, I don’t want her to approach my wallet.