WPP has officially replaced its long-standing media division, GroupM, with WPP Media, marking a strategic shift toward a fully integrated, AI-driven media model. The transition is aimed at meeting growing demand from marketers for streamlined solutions that unify media, data, and technology.
“GroupM was designed for an era when scale mattered. WPP Media represents the power of AI, data, and technology, with simpler, more integrated solutions,” said Mark Read, CEO of WPP.
The media agency brands Mindshare, Wavemaker, and EssenceMediacom—all active in Portugal—will continue operating under the new umbrella, now benefitting from shared capabilities, tech infrastructure, and centralized support, according to Francisco Teixeira, who leads WPP Media in Portugal.
The newly formed WPP Media will operate through WPP Open, the company’s AI-powered marketing system, delivering services that combine creativity, data, commerce, and personalized media at scale. The goal is to enable clients to manage paid, owned, and shared media more holistically while leveraging next-generation analytics and digital commerce tools.
“WPP Media was built for a world where media is everywhere and in everything,” said Brian Lesser, CEO of WPP Media. “By investing in AI-powered products and equipping our teams with future-proof skills, we help clients navigate evolving consumer expectations and seize new growth opportunities.”
WPP Media now oversees more than $60 billion in annual media spend, working with over 75% of the world’s top advertisers across 80+ markets.
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