WPP Media joins battle for AI, data and tech supremacy

WPP is coming out fighting with the official launch of WPP Media – the agency which has replaced GroupM – insisting it will help clients stay ahead of the game as they grapple with the triple whammy of AI, data and technology.

Contrary to some reports, the group is not folding or “sunsetting” EssenceMediacom, Mindshare and Wavemaker, as “they will continue to provide clients with dedicated teams as brands within WPP Media, leveraging common capabilities, technology and support functions”.

In fact, the group claims WPP Media will manage more than $60bn in annual media investment and work with more than 75% of the world’s leading advertisers in over 80 markets.

It is connected with WPP’s wider global agency networks and capabilities through WPP Open; the group’s AI-enabled marketing system backed by £300m of investment each year and partnerships with the leading AI companies. This, WPP maintains, will create a platform for scaled and integrated creative, production, data, commerce and personalised media delivery services.

The group insists that WPP Media’s fully integrated offering “enables clients to unify media, data and production and holistically manage their owned, earned, shared and paid activities to deliver personalisation at scale”, with services further enhanced by “best-in-class connected commerce and state-of-the-art measurement and analytics capabilities”.

WPP Media has also committed to boost investments in learning and development initiatives that will provide career pathways to the jobs of the future, ensuring employees are empowered to lead the marketing and media transformation in the AI era. Even so, it has not released details of how many jobs will be lost from the restructure; GroupM did employ about 40,000 staff.

WPP Media chief executive Brian Lesser said: “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.

“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.”

WPP chief executive Mark Read (pictured) added: “We believe WPP is the strongest marketing partner for the world’s leading brands in the AI era, where technology and talent converge. 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.”

The move comes as WPP launches a new 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.