WPP Plans to Eliminate GroupM Label, Paving the Way for WPP Media Identity
WPP Ditches GroupM Moniker, Rebranding Media Division as WPP Media
After two decades, WPP is ready to bid farewell to its GroupM brand, according to industry reports, with plans to rename it WPP Media. This shift comes from a source familiar with the matter, who shared the details with ADWEEK. WPP's spokesperson opted to stay mum on the matter, citing speculation.
The renaming is expected to take place before the summer, following what WPP chief executive, Mark Read, described as a "year of transition" for the media investment division under the leadership of new CEO, Brian Lesser, who joined in September 2024. GroupM currently employs around 40,000 people, making up more than a third of WPP's global workforce.
While it's still unclear whether this change will lead to job reductions, Ad Age reports consolidation of individual media agency teams is on the table. Unsurprisingly, WPP declined to comment on this matter.
In its current form, GroupM governs a core group of four global agencies – Mindshare, Wavemaker, EssenceMediacom, and T&Pm – offering cross-channel performance via GroupM Nexus, data solutions through Choreograph, and entertainment services via GroupM Motion Entertainment. GroupM manages a hefty $63 billion worth of media budgets, with major clients such as Amazon, Unilever, and Coca-Cola.
Despite the rebranding, Read maintains that GroupM plays an integral role in WPP's turnaround plan. In Q1 2025, GroupM showed a 5% revenue dip along with year-on-year revenue decline for the quarter, with growth in the U.S. offset by client losses from previous years and weakness in China.
This rebranding initiative is part of a broader strategy to simplify and unify WPP's media operations, with the aim of improving efficiency and coordination among different media agencies. Facing challenges in maintaining dominance in the competitive advertising industry and undergoing significant leadership changes, WPP seeks to improve its operational efficiency and adapt to ever-changing market conditions.
- WPP's rebranding of GroupM to WPP Media is part of a broader strategy to enhance its operational efficiency and coordinate better among different media agencies, with the aim of driving growth and staying competitive in the technology-driven finance sector.
- The consolidation of individual media agency teams within WPP Media, as reported by Ad Age, is an extension of the company's strategy to streamline its business operations, with the ultimate goal of maintaining its position as a leaders in the advertising industry.
