Imran Malik – MediaBites: Global advertising giant WPP is set to rebrand its media investment powerhouse GroupM as WPP Media, phasing out a 20-year-old name synonymous with media buying dominance. The move aligns WPP’s structure more closely with rivals like Publicis Media and Omnicom Media Group, signaling a strategic shift toward unified, centralized media offerings.
Sources familiar with the matter say the rebranding is part of a broader realignment under WPP CEO Mark Read and GroupM Global CEO Brian Lesser, who have dubbed 2025 a “year of transition.” The new identity reflects evolving client needs in an era where media planning extends far beyond sheer buying clout.
Why the Change?
“The GroupM name is antiquated,” one executive told Ad Age, adding that the shift is “just a sensible thing they should have done years ago.” Founded in 2003, GroupM was once the world’s largest media investment group, built on scale and volume-based negotiations with publishers.
But in a fragmented media landscape driven by data, digital integration, and outcome-based planning, the power of scale alone has waned—forcing media networks to rethink how they organize and serve clients.
Layoffs Expected
The rebrand is also expected to bring layoffs, as WPP consolidates individual agency investment teams, reducing duplication and streamlining operations. While the exact timeline remains unclear, insiders suggest this consolidation has been in motion for months.
Industry Trend
By adopting the “WPP Media” label, the holding company signals a more modern, centralized structure, in line with industry peers that have already rebranded for clarity and efficiency. It’s a move that could improve client servicing and internal collaboration across the network.
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WPP’s decision to sunset the GroupM brand marks more than just a name change—it’s a symbolic and strategic pivot toward relevance in a media world where integration, agility, and intelligence outweigh raw media spend.
