Heathrow billboard.
GroupM has become WPP Media, billed in a long anticipated change as an AI-driven media company.
WPP Media manages more than $60 billion in annual media investment and works with more than 75% of the world’s leading advertisers in 80 markets.
Mindshare, Wavemaker and EssenceMediacom will continue as brands within WPP Media.
“Consumers already expect advertising to be relevant and engaging and buying experiences to be seamless; those expectations are only going to accelerate in the age of AI,” said WPP Media CEO Brian Lesser.
“WPP Media is built for a world in which media is everywhere and in everything. By investing in our AI-powered product, integrating our offer with data and technology, and equipping our people with future-facing skills, we’re helping our clients to stay ahead of rapidly changing consumer behaviour and unlock the limitless opportunities for growth that AI will create.”
GroupM, making up 40% of WPP’s revenue, is facing a more challenging media environment
According to a presentation by WPP to market analysts, GroupM fell -0.9% on a like-for-like revenue less pass-through costs basis in the three months to March compared to +2.4% in the same quarter last.
This compares to a negative -2.7% to £2.482 billion for WPP as a whole. And the outlook is for a full year result from flat at best to -2%.
Locally, GroupM in Australia has been bucking the global trend, with EssenceMediacom winning Specsavers and retaining the Queensland government account.
The name change announcement comes with a cross-channel B2B campaign targeting business leaders and senior marketing decision-makers. The campaign showcases WPP’s AI credentials, its integrated proposition, and the advanced capabilities of WPP Open.
“We believe that WPP is the strongest marketing partner for the world’s leading brands in the AI era, where technology and talent converge," said Mark Read, CEO of WPP.
"The move to WPP Media continues our strategy to simplify and integrate our offer for clients. While GroupM was built for a time when media scale mattered most, WPP Media reflects the power of AI, data and technology and simpler, more integrated solutions."
“Our vision for the future is clear – marketing that is informed by data, led by seamlessly connected teams of brilliant people, and full of new opportunities for our clients.”
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