WPP Retires GroupM Name in Strategic Brand Overhaul
WPP is phasing out the GroupM name, replacing it with WPP Media as part of a strategic realignment of its media operations, according to multiple industry sources.
- This move, expected before summer 2025, comes during what CEO Mark Read referred to as a “year of transition” for the company’s media arm.
- Though WPP declined to comment on speculation, sources confirmed the rebrand has been internally communicated and is already in motion.
Strategic Shift Under New Media Leadership
This change follows the appointment of Brian Lesser as CEO of WPP’s media division in September 2024, signaling a reset in vision and structure.
- Lesser has overseen restructuring efforts, including a shake-up of leadership in January 2025.
- He eliminated CEO roles at the agency level and appointed Emily Del Greco from McKinsey & Company as global chief operating officer, streamlining executive oversight.
GroupM’s Size and Scope Made It Central to WPP
GroupM, employing approximately 40,000 staff, accounts for more than a third of WPP’s global workforce, making it a critical component of the holding company’s operations.
- Its portfolio includes four major global agencies—Mindshare, Wavemaker, EssenceMediacom, and T&Pm—each contributing to its vast global media capabilities.
- GroupM also delivers performance marketing via GroupM Nexus, data solutions through Choreograph, and branded content via GroupM Motion Entertainment.
Financial Pressures Drive the Rebrand
WPP’s decision appears tied to recent financial pressures, with the company posting a 5% revenue decline in Q1 2025, and GroupM showing year-on-year losses driven by client exits and market softness in China.
- Major clients like Amazon, Unilever, and Coca-Cola have long been staples of GroupM’s $63 billion media portfolio.
- However, WPP recently lost Coca-Cola’s North American media business to Publicis Groupe, raising concerns over competitive strength.
Layoffs Loom as Consolidation Continues
As part of the transition to WPP Media, consolidation among individual agency teams is expected to result in staff reductions, per Ad Age.
- WPP has not confirmed layoffs, but restructuring is believed to involve the streamlining of overlapping functions, aligning with Read’s broader cost-cutting strategy.
Mark Read’s Broader Consolidation Strategy
Since taking over WPP, Mark Read has pursued a consolidation-first agenda, aimed at simplifying operations and reducing overhead.
- On the creative side, he combined VML, Y&R, and Wunderman Thompson into a single VML brand.
- In branding and design, he merged five agencies into Superunion, which later unified with Design Bridge to become Design Bridge and Partners.
Looking Ahead: A Bet on Media Reinvention
Despite recent struggles, Read continues to back GroupM’s transformation under its new identity, asserting that the network remains vital to WPP’s long-term turnaround.
- “At its best, GroupM is extremely competitive,” he told ADWEEK, emphasizing the need for consistent execution across the business.
- The rebrand to WPP Media is seen as a step toward modernizing media services, better aligning them with client expectations and internal efficiency goals.
