Money is moving. WPP, a giant in marketing and advertising, just launched WPP Media. This new company replaces GroupM, a well-known name in the industry. WPP Media is designed to meet the current needs of advertisers, offering simpler, more integrated, and technologically advanced solutions – with artificial intelligence at the core.
WPP Media will manage over 55 billion euros in annual advertising investment, working with more than 75% of the world’s top advertisers across 80 markets. Even though the GroupM brand is gone, its agencies – Mindshare, Wavemaker, and EssenceMediacom – will continue to provide services to clients, including standalone brands. They’ll share skills, tech platforms, and support functions.
This change represents a new perspective on the future of media. GroupM was built for a time when scale and volume mattered most. WPP Media, on the other hand, is designed for an environment where data, automation, personalization, and omnichannel experiences are key.
WPP: The Tech Engine Behind Transformation
The introduction of WPP Media is closely tied to WPP Open, a marketing system based on AI that’s been invested with over 355 million euros. This platform allows brands to manage campaigns in a unified way, personalizing the consumer experience on a large scale and in real-time.
WPP Open aims to break down conventional silos between media, data, and creativity, providing a fully integrated marketing operating system powered by AI. According to WPP, this tech architecture is the most sophisticated in the industry, enabling clients to adapt quickly to changes in consumer behavior and technological advancements.
AI: The Growth Engine
Brian Lesser, CEO of WPP Media, says this new approach fits a context where consumers demand more relevant and seamless advertising experiences. “Consumers already expect advertising to be relevant and the buying experience to be smooth, and those expectations will only accelerate in the AI era. WPP Media is designed for a world where media is everywhere and always on. By investing in AI-powered products, integrating our offering with data and tech, and equipping our people with future-oriented skills, we help our clients stay ahead of changes in consumer behavior and unlock the unlimited growth opportunities that AI can generate.”
Mark Read, CEO of WPP, emphasizes that this move is part of a broader strategy to simplify and concentrate efforts. “We believe WPP is the strongest marketing partner for the world’s top brands in the AI era, where technology and talent converge. The shift to WPP Media continues our strategy to simplify and integrate our proposal for clients. GroupM was built for a time when scale in media mattered most. WPP Media reflects the power of AI, data, technology, and simpler, more integrated solutions. Our vision for the future is clear: data-driven marketing, led by brilliant teams perfectly connected, and full of new opportunities for our clients.”
WPP has also reaffirmed its commitment to the professional growth and training of its internal talent, recognizing that technological transformation requires skilled individuals to lead the way.
The WPP Media announcement is accompanied by a multi-channel B2B campaign targeting marketing directors and brand executives worldwide. It highlights the new design’s technological, analytical, and creative skills, reinforcing WPP’s position as a strategic ally in a scenario where Artificial Intelligence is transforming all aspects of marketing.