Jordan Bevan
WPP has officially rebranded GroupM as WPP Media, a move signaling a broader transformation within the global advertising and marketing giant as it aligns itself with the demands of an increasingly AI-driven media environment. The rebranding consolidates the company’s media services under a unified identity and represents a deeper integration of data, technology, and talent across its operations.
The newly formed WPP Media will house the group’s major media agencies — Mindshare, Wavemaker, and EssenceMediacom — which will continue to operate under their existing names but function as teams within a more centralized structure. The change impacts approximately 40% to 45% of WPP’s 40,000-strong media workforce and brings the company’s $60 billion annual media investment operation under a single umbrella, servicing more than 75% of the world’s top advertisers in over 80 markets.
The reorganization comes amid growing market pressure, including the anticipated merger between rivals IPG and Omnicom. WPP CEO Mark Read said the new branding reflects a push toward simplicity and integration, moving away from the older model of layered holding structures. “GroupM was built for a time when media scale mattered most,” Read said. “WPP Media reflects the power of AI, data, and simpler, integrated solutions.”
WPP Media is closely connected with WPP Open, the company’s AI-enabled marketing platform, which links media, creative, data, production, and commerce functions. This connection allows clients to deliver personalization at scale across owned, earned, shared, and paid media. WPP is investing more than $300 million annually into AI tools and partnerships as part of this transformation.
According to WPP Media CEO Brian Lesser, the changes are designed to address evolving consumer expectations in the digital age. “Advertising must be both relevant and seamless,” he said. “Through our AI-powered platform and integrated offerings, we’re equipping clients and teams to stay ahead of rapid shifts in consumer behavior and capitalize on new growth opportunities.”
The company plans to report WPP Media’s financial performance as a consolidated entity, rather than as separate agencies, further underscoring the operational shift. As part of this change, WPP is also launching a B2B marketing campaign titled “Transforming How We Create,” targeting business leaders and marketing executives. The campaign, featured in major outlets like The New York Times and The Wall Street Journal, aims to showcase WPP’s AI leadership and end-to-end marketing capabilities.
Despite ongoing investments in AI, WPP’s financial performance in Q1 2025 reflected a broader industry slowdown. Revenue (less pass-through costs) declined 2.7% on a like-for-like basis, with GroupM posting a 0.9% dip. Company executives indicated that the cost efficiencies from the rebrand and organizational restructuring are expected to help stabilize performance in the long term.
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