WPP’s Media Revamp: The End of GroupM as media brands
As with the Wunderman, JTW and Y&R brands WPP decide to simplify their media division by rebranding Group M
WPP is reportedly preparing to drop the GroupM name in a sweeping reorganisation of its media operations. This marks a significant pivot for the holding company as it seeks to simplify its structure and better position its media agencies for future growth.
Under the changes, EssenceMediacom and Wavemaker are expected to be brought closer together, with Mindshare likely to remain distinct. These shifts would result in a streamlined structure more aligned with WPP’s strategic priorities around data, technology, and unified service delivery.
GroupM has long served as the umbrella group for WPP’s media investment operations, providing scale and shared capabilities across its agencies. However, in recent years, the line between media planning, buying, and data-driven marketing has blurred — and WPP’s clients have increasingly sought integrated, agile solutions rather than siloed offerings.
The decision to potentially retire the GroupM brand reflects both internal and market-facing considerations. Internally, a simplified structure could drive efficiency and reduce duplication. Externally, it signals a move towards a more modern, client-centric approach that places less emphasis on legacy holding structures.
This move also mirrors broader industry trends. Holding companies across the board are reassessing their media and creative architectures to better reflect the needs of a converged media landscape. Whether this results in greater clarity or just another layer of complexity remains to be seen — but WPP’s decision suggests that the age of the big media "mothership" brand may be ending.
It’s a bold shift — and one that underscores how radically the media agency model is being reshaped by technology, talent, and changing client expectations.
As Mark Read, WPP's CEO, noted, “We need to remember our core strengths of understanding consumers and figuring out how to create things that they want.”
Please don’t take my newsletter for granted
I rely on paid subscriptions for the vast majority of my revenue. Without enough paid subscribers, I can’t continue justifying spending days a week on my newsletter and website content.
A monthly subscription is only £5 with an annual subscription costing £50. Subscribers receive member only newsletters, invitation to Media Stack events and the opportunity to be featured in The Media Stack.
If you have a story to share email news@themediastack.co.uk