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As the media landscape rapidly evolves, WPP is rolling out a next-generation data and AI-driven solution aimed at rewriting the rules of marketing performance in a privacy-first world. The offering, called Open Intelligence, is WPP’s attempt to move beyond identifiers and cookies—by leveraging trillions of real-time signals to power predictive intelligence at scale.

Read More:<a href="https://www.storyboard18.com/brand-makers/end-of-an-era-mark-reads-legacy-and-the-uncharted-future-for-wpp-india-69502.htm" rel="noopener" target="_blank">https://www.storyboard18.com/brand-makers/end-of-an-era-mark-reads-legacy-and-the-uncharted-future-for-wpp-india-69502.htm</a>

WPP is positioning Open Intelligence as a new paradigm in marketing—one that prioritizes privacy, interoperability, and performance. At the core of this system is a decentralized data collaboration model powered by InfoSum, which ensures that brand data is never moved, shared, or exposed. Instead, the AI works across these decentralized data sets to “connect the dots,” delivering performance insights across every touchpoint, channel, and platform without compromising user privacy.


At the heart of this solution is what WPP calls its Large Marketing Model (LMM), a machine learning model trained on massive volumes of behavioral signals, brand data, and actual campaign outcomes. The goal? To help marketers optimize performance, personalize outreach, and generate business growth in real time.


The model is trained on input from over 350 partners across 75 global markets, offering what WPP claims is an always-on, behavioral view of up to five billion individuals—without needing cookies, PII, or email-based targeting.

In pilot campaigns, WPP reports up to:

60% reduction in cost per acquisition

28% boost in revenue

20% rise in incremental conversions

The approach aims to blend speed, scale, precision, and performance: from real-time decisioning and custom AI models to audience discovery and behavioral targeting based on how people think and act—not just who they are demographically.


The system is built to run across all major cloud platforms and data warehouses, meaning brands don’t need to re-engineer their tech stacks. And with privacy built in at the infrastructure level, WPP is positioning this as a future-proof bet in a post-cookie, AI-native world.

The move reflects a larger shift at WPP Media, which is increasingly orienting itself around measurable outcomes, not just media buys. As clients demand more efficiency, accountability, and intelligence from their marketing investments, the company’s bet is clear: marketing’s future will be real-time, privacy-first, and powered by prediction.

Read More:<a href="https://www.storyboard18.com/agency-news/wpp-unveils-ai-powered-wpp-media-replacing-groupm-in-major-strategic-shift-67746.htm" rel="noopener" target="_blank">WPP unveils AI-Powered WPP Media, replacing GroupM in major strategic shift</a>

WPP’s AI tool claims 60% lower acquisition costs, 28% higher revenue in pilot campaigns

WPP has taken a rare public swipe at archrival Publicis Groupe, accusing its Epsilon platform of pushing low-quality ad inventory through its Conversant supply-side platform (SSP). In a client-distributed “intelligence report” backed by WPP Media, the group claims Epsilon’s inventory underperforms on key metrics like viewability and attention, falling below accepted industry standards.

The move marks a sharp escalation in tensions between the two ad giants. Global reports claim that WPP CEO Mark Read has privately warned Publicis clients for months, flagging issues related to “made-for-advertising” placements and murky supply path mechanics, some of which allegedly draw from findings in an unreleased Adalytics report.

Read More:<a href="https://www.storyboard18.com/brand-makers/end-of-an-era-mark-reads-legacy-and-the-uncharted-future-for-wpp-india-69502.htm" rel="noopener" target="_blank">End of an era: Mark Read's legacy and the uncharted future for WPP India</a>

The unusually direct confrontation signals a deepening rivalry as both holding companies battle for dominance in the programmatic and data-driven media space.

WPP has gone public with a damning assessment of Publicis-owned Epsilon, accusing the platform of trafficking low-quality programmatic inventory. In a report shared directly with clients, WPP claims that Epsilon’s SSP, Conversant, underperforms on critical ad metrics and pushes Made-for-Advertising (MFA) and clickbait content.

The audit, conducted over two days in May 2025, involved a controlled buy through a global DSP. WPP ensured placements came only from direct publishers on Epsilon’s exchange, excluding resellers, and benchmarked performance using third-party firms including Adelaide and Jounce.

What WPP Found

Ads appeared across 503 domains and apps.

Average viewability was 43%, with some placements dipping as low as 1–2%, far below the ANA’s 64.8% benchmark.

26% of impressions were flagged as MFA by independent auditors.

Attention scores lagged by over 40% versus Adelaide’s Q1 2025 standard.

Over 900 sellers appeared simultaneously as publishers and sellers, raising flags on transparency.

Certain domains were labelled as clickbait or IP-infringing by WPP’s partners.

A pointed slide in the report summed up the findings: “The intelligence report unveiled Publicis-owned supply that was MFA or clickbait at worst, and low-quality, low-attention at best.”

WPP went further, stating: “Epsilon (owned by Publicis) has made the decision to onboard these publishers directly onto their platform and is now commercially incentivised to sell MFA, clickbait, and chronically non-viewable inventory to their clients and the wider market.”

All analysis was conducted by third-party verification firms.

Why It Was Made Public

Though WPP Media frequently runs such supply chain audits, this report was deliberately published. The group cited rising concerns over programmatic inventory being resold through global SSPs, noting that it blocks such supply when detected.

The report also alleges that Publicis is not only monetising MFA inventory within its own SSP but is actively distributing it across the broader ecosystem.

The release comes at a pivotal time. With Mark Read stepping down as WPP CEO this year, the move signals a sharpened focus on programmatic accountability. 

Read More:<a href="https://www.storyboard18.com/brand-makers/we-are-ultimately-a-people-business-says-mark-read-as-ai-reshapes-wpp-workforce-69509.htm" rel="noopener" target="_blank">“We are ultimately a people business,” says Mark Read as AI reshapes WPP workforce</a>

WPP slams Publicis over Epsilon ad quality in client-facing report

WPP CEO Mark Read’s decision to step down by the end of this year ends a seven-year tenure as WPP boss defined by deep structural changes, consolidation and an aggressive pivot toward AI and data-led marketing. While Read called it a “privilege” to lead the world’s largest advertising network — until recently, industry insiders say his departure signals far more than just a leadership transition. 

<a href="https://www.storyboard18.com/brand-makers/could-brian-lesser-the-architect-of-wpp-medias-reinvention-be-the-likely-successor-to-mark-read-as-wpp-ceo-69540.htm">Read more: Could Brian Lesser, the architect of WPP Media's reinvention, be the likely successor to Mark Read as WPP CEO?</a>

Read took over in 2018, in the shadow of WPP founder Martin Sorrell’s dramatic exit. His mandate was clear: simplify, stabilize and modernize the group. Under his leadership, WPP merged iconic agency brands like JWT and Y&R into VML, and restructured its media portfolio with the creation of EssenceMediacom and the recent rebranding of GroupM as WPP Media. Investments in AI such as the acquisition of InfoSum and the development of WPP Open signaled a future-facing approach.

But in 2025, WPP was dethroned by Publicis Groupe as the world’s largest ad network by revenue. Coca-Cola’s $700 million US media business moved to Publicis. Paramount walked away after a two-decade relationship. Employees revolted against Read’s rigid return-to-office policy. Shareholder pressure mounted as WPP’s market cap sank to a four-year low.

Read More:<a href="https://www.storyboard18.com/brand-makers/we-are-ultimately-a-people-business-says-mark-read-as-ai-reshapes-wpp-workforce-69509.htm" rel="noopener" target="_blank">“We are ultimately a people business,” says Mark Read as AI reshapes WPP workforce</a>

Advertising industry veteran Naresh Gupta, says, “The share price is falling, market valuation is down and they have private equity investments — I’m sure those investors are putting pressure. As an organization, they seem reactive, knee-jerk.”

Mark Read’s exit signals deeper strategic fatigue, not just routine change, say industry observers. 

They highlight it's a bit strange that the exit is announced after all the downsizing and rightsizing has been done already globally. "Seems like he played the bad cop for all exits before he was asked to exit. I don’t believe in the AI story,” said Shubho Sengupta, Digital Marketer.

India, for now, offers a fast-growing and stable market in WPP global map. WPP has historically dominated the local market led by the creative weight of Ogilvy and the scale of GroupM. 

However, Tarun Rai, former Chairman and Group CEO of Wunderman Thompson South Asia and currently Co-Chairman, Start Design Group warns, “With constant mergers, or now more turmoil with a change of global leadership, agencies start to focus internally. In a client-facing business like ours, getting too internally focussed and taking the eye off the clients' business and issues, is a real danger. Clients can lose patience."

For many veterans, Read’s tenure will be remembered not just for bold reinvention but for what was also lost in the name of simplification. That emotional undercurrent — the feeling of legacy lost is echoed across geographies.

“Mark Read's task after the departure of Sir Martin Sorrell was to heal. He however decided to trim - and that became the hallmark of his innings. The WPP group has remained in perpetual turmoil throughout his tenure, losing its long reigning supremacy...I started my advertising career at Thompson. You couldn't believe they killed the brand. VML is not a fraction of the juggernaut JWT was. So the rejigging has only been about value destruction,” stated Sandeep Goyal, Managing Director at Rediffusion.

Mark Read’s departure doesn’t just close a chapter for WPP; it throws open questions about the identity, leadership and future-readiness of the world’s once-dominant ad empire. As India’s market becomes more competitive, and clients seek relevance over legacy, the kind of leadership that emerges in the coming months — both globally and locally will determine if WPP can take the top spot again, or be remembered as a giant that shrank itself.

Read More:<a href="https://www.storyboard18.com/advertising/global-mergers-local-ripples-consolidations-reshape-indias-ad-land-as-clients-seek-single-window-partners-67505.htm" rel="noopener" target="_blank">Global Mergers, Local Ripples: Consolidations reshape India's ad land as clients seek 'single-window' partners</a>

Read More:<a href="https://www.storyboard18.com/agency-news/wpp-unveils-ai-powered-wpp-media-replacing-groupm-in-major-strategic-shift-67746.htm" rel="noopener" target="_blank">WPP unveils AI-Powered WPP Media, replacing GroupM in major strategic shift</a>

End of an era: Mark Read's legacy and the future for WPP India

Mark Read, the chief executive of WPP, will step down at the end of the year, concluding a three-decade tenure at one the world's largest advertising holding companies. The move comes as the British firm contends with a sagging share price and mounting pressures from the rapid adoption of artificial intelligence across the marketing industry.

<a href="https://www.storyboard18.com/brand-makers/wpp-to-soon-communicate-new-structure-to-all-partners-69392.htm">Read more: WPP likely to communicate new structure to all partners in India; Global CEO Mark Read announces exit</a>

<a href="https://www.storyboard18.com/brand-makers/all-you-need-to-know-about-mark-read-the-quiet-transformer-behind-wpps-new-age-69417.htm">Read more: All you need to know about Mark Read: The quiet transformer behind WPP's new age</a>

WPP confirmed Read’s planned departure on Monday, signaling a leadership transition during one of the most volatile moments in recent memory for global advertising. 

Read, 58, will remain in his post through December while the board, led by newly appointed chair Philip Jansen, searches for a successor. Jansen, the former BT Group chief executive, praised Read’s role in modernizing WPP, calling him “central to transforming the company into a world leader in modern marketing services.”

In a note to employees, Read acknowledged the timing was not perfect, but added that it feels like the "right time" for him. During his six-year tenure as CEO, Read sought to overhaul WPP’s sprawling structure through a series of integrations and consolidations. 

Just this year, WPP folded its media investment arm GroupM under a new identity - WPP Media, in an effort to create a more unified, tech-first media offering. In an internal memo, WPP Media CEO Brian Lesser reportedly laid out a centralization strategy aimed at making the organization “a stronger, more connected company.” 

He acknowledged that the transformation would require “difficult decisions,” including restructuring teams and cutting overlapping roles - changes that are expected to affect staff across multiple markets. Reports of layoffs and workforce reductions have been surfacing in recent weeks.

WPP also announced that Grey, the nearly century-old creative agency, would be integrated under Ogilvy’s leadership, a move aimed at reducing duplication and fostering cross-agency collaboration. 

<a href="https://www.storyboard18.com/brand-makers/groupm-axes-global-ceo-positions-across-agencies-streamlines-leadership-under-ceo-brian-lesser-54175.htm">Read more: GroupM axes global CEO positions across agencies, streamlines leadership under CEO Brian Lesser</a>

<a href="https://www.storyboard18.com/advertising/consolidation-or-collision-how-ad-lands-mergers-create-crisis-of-overlapping-of-leadership-roles-68180.htm">Read more: Consolidation or Collision? How ad land’s mergers create crisis of overlapping of leadership roles</a>

Despite these reforms, WPP has struggled to keep pace with global competitors. It lost its crown as the world’s largest ad holding company by revenue to France’s Publicis Groupe last year, while US rivals Omnicom and Interpublic Group are pursuing a merger that would create a dominant American player in the global order. 

Indeed 2025 has been a turbulent year for WPP, with its stock hitting a four-year low, the loss of major accounts like Coca-Cola’s North America media business and Paramount’s media mandate, and a bungled rollout of its four-day in-office return policy. WPP’s new business pipeline has shown signs of recovery, with notable wins and key account retentions including Amazon, Johnson & Johnson, Kimberly-Clark and Unilever.

WPP has also faced significant headwinds in its key international markets. In India, one of its most strategically important and fastest-growing regions, WPP remains the largest advertising holding company, with dominant positions across media and creative services. WPP India also kicked off 2025 with major business wins including Amazon, Godrej Consumer and Hero Motocorp. However, the company has not been immune to recent scrutiny. 

In May, the Competition Commission of India conducted raids on several media buying agencies, including units affiliated with WPP, as part of an ongoing investigation into alleged anti-competitive practices in media trading. While WPP has not commented on the matter, industry observers say the probe could result in tighter oversight of agency operations in one of the world’s most dynamic ad markets.

Globally, WPP is grappling with broader industry shifts. Traditional media formats, particularly print and television, continue to decline in importance, replaced by digital channels dominated by platforms like Meta and Google. Read has championed the use of artificial intelligence to help WPP adapt, with the company’s proprietary platform, WPP Open, now used by more than 50,000 employees for creative development and media planning. He has doubled down on AI-driven transformation - investing £300 million into WPP Open, and acquiring data clean room firm InfoSum.

Read has said previously, the company had emerged from a difficult restructuring phase and was poised to rebuild its business with AI at its core. That strategy was underlined by WPP’s $767 million sale of its controlling stake in the public relations firm FGS Global to private equity firm KKR last year, a move intended to streamline the company’s portfolio and raise capital for technology investments. 

In March, reports suggested that Bain Capital and WPP PLC are likely to break up and sell market research company Kantar Group. They stated that both firms were looking to cash in on their investment to have the sale generate more reliable returns. Bain Capital acquired a 60% stake in Kantar in 2019, valuing the company at around $4 billion, while WPP retained a minority share.

“We needed to make many difficult decisions that were necessary to serve our clients better, simplify the company, build our culture and put WPP on a more solid financial footing,” Read wrote in his farewell note to staff. He also cited a tumultuous external environment - from the Covid-19 pandemic to the war in Ukraine - as defining challenges during his leadership.

<a href="https://www.storyboard18.com/agency-news/wpp-unveils-ai-powered-wpp-media-replacing-groupm-in-major-strategic-shift-67746.htm">Read more: WPP unveils AI-Powered WPP Media, replacing GroupM in major strategic shift</a>

<a href="https://www.storyboard18.com/brand-makers/wpp-ceo-mark-read-to-retired-in-december-2025-search-for-a-successor-is-underway-69367.htm">Read more: WPP CEO Mark Read to step down; ad holdco says search for a successor is underway</a>

Still, Read remained upbeat about WPP’s outlook, stating that he strongly believes that the future for WPP is a very positive one. He said, "The current environment may be challenging for every business but I’ve every confidence in our people and our capabilities. The future for WPP is a bright one, and clients understand the long-term value of what we do."

While he's poured millions into a leaner, AI-equipped WPP, Read acknowledged a fundamental truth of the advertising business. "It’s our people who make things happen, support one another, come up with ideas, inspire our clients, figure out an ever more complicated media world and produce work of such great craft and impact," he said. "Despite all our investments in technology, we are ultimately a people business."

<a href="https://www.storyboard18.com/advertising/global-mergers-local-ripples-consolidations-reshape-indias-ad-land-as-clients-seek-single-window-partners-67505.htm">Read more: Global Mergers, Local Ripples: Consolidations reshape India's ad land as clients seek 'single-window' partners</a>

“We are ultimately a people business,” says Mark Read as AI reshapes WPP workforce

After a three-decade career shaping one of the world's largest advertising and communications conglomerates, WPP CEO Mark Read will step down at the end of this year. 

The Board announced on Monday that Read, who has served as Chief Executive Officer since 2018 and has been with the company since 1989, will retire from his post and the Board on 31 December 2025. The search for his successor is now underway.

Also Read: <a href="https://www.storyboard18.com/brand-makers/wpp-to-soon-communicate-new-structure-to-all-partners-69392.htm">WPP likely to communicate new structure to all partners in India; Global CEO Mark Read announces exit</a>

Mark Read - Early years, WPP, and more

The British executive leaves behind a storied legacy of transformation. A Cambridge-educated economist with an MBA from INSEAD, Read led WPP through one of its most turbulent eras, such as:

- A period marked by the abrupt departure of long-time leader Sir Martin Sorrell,

- Industry-wide disruption from big tech

- A pandemic-induced shift in work culture

- Increasing pressure from clients to demonstrate marketing's value in an age of performance-based media.

Read began his WPP career in 1989, taking on a series of a leadership roles that spanned the company's global and digital arms. As CEO of WPP Digital, he spearheaded WPP's first major moves into emerging tech. 

Later, as Global CEO of Wunderman, he transformed the legacy direct marketing agency into one of the world's leading digital-first shops.

Appointed WPP CEO in September 2018, Read swiftly executed a sweeping overhaul of the sprawling group - consolidating agencies, slashing debt, and pivoting to digital and data-driven marketing services. 

Under his leadership, WPP steadily improved its organic growth and profitability, while investing in talent and diversity initiatives that earned him industry plaudits. 

In 2024, he was awarded a CBE for services to the creative industries, capping a string of honours that included a Fellowship from the IPA and recognition from INvolve and Heroes for championing diversity in business.

Yet Read's tenure was not without controversy.

In January 2025, he issued a global directive requiring WPP's 110,000 staff to work in the office four days a week and at least two Fridays per month.

The move - framed by Read as a bid to boost productivity and foster collaboration - sparked backlash from employees worldwide. A petition circulated by "concerned WPP employees" argued that the mandate could cause significant mental and social harm, and challenged Read's claims about the productivity benefits of in-office work as "anecdotal" and "misrepresented".

Outside the corporate world, Read serves as a trustee of the Natural History Museum, and remains a respected figure in the British creative and business community.

As WPP begins its search for a new leader, Read’s successor will inherit a leaner, more digitally-focused organisation — but also one navigating the evolving expectations of both clients and employees in a fast-changing media landscape.

For Read, the timing to pass the baton feels right. “It has been an immense privilege to lead WPP and work alongside such talented people," he said in a statement. "After more than 30 years, I believe now is the right moment to make way for new leadership and fresh ideas for the next phase of WPP’s journey.”

Also Read: <a href="https://www.storyboard18.com/brand-makers/wpp-ceo-mark-read-to-step-down-after-seven-years-at-the-helm-69405.htm">"Achieved so much together": WPP CEO Mark Read steps down, writes an emotional post</a>

All you need to know about Mark Read: The quiet transformer behind WPP's new age

WPP is likely to soon communicate a new structural blueprint to its partners in India, as the advertising holding company prepares for a leadership transition globally. Mark Read, who has led WPP since 2018 and spearheaded major consolidations across markets, will step down as CEO by year-end, the company announced today. In India, senior leaders have since reassured key clients that it’s “business as usual", following a spate of consolidations at the advertising holding company. 

<a href="https://www.storyboard18.com/brand-makers/wpp-ceo-mark-read-to-retired-in-december-2025-search-for-a-successor-is-underway-69367.htm">Read more: WPP CEO Mark Read to step down; ad holdco says search for a successor is underway</a>

WPP’s India business remains under the stewardship of CVL Srinivas, who has served as the country manager since 2017. A veteran of the advertising conglomerate, Srinivas first joined WPP in 1994 through JWT India, then known as Hindustan Thompson Associates, before returning to the network in 2013 after a stint in senior industry roles. He also served as chief executive of GroupM South Asia until 2018.

Meanwhile, GroupM veteran Prasanth Kumar oversees the company’s media investment operations under a newly rebranded banner: WPP Media.

Read, who has spent more than three decades at the British communications giant and served as C.E.O. since 2018, will retire from the role and leave the company’s board on Dec. 31. WPP said a search for his successor is already underway.

“It has been an immense privilege to serve as its CEO for the past seven years,” Read said in a statement. “After seven years in the role, and with the foundations in place for WPP’s continued success, I feel it is the right time to hand over the leadership of this amazing company.”

In a LinkedIn post, Mark Read stated, "The current environment may be challenging for every business but I’ve every confidence in our people and our capabilities. The future for WPP is a bright one, and clients understand the long-term value of what we do."

Read More:<a href="https://www.storyboard18.com/advertising/consolidation-or-collision-how-ad-lands-mergers-create-crisis-of-overlapping-of-leadership-roles-68180.htm" rel="noopener" target="_blank">Consolidation or Collision? How ad land’s mergers create crisis of overlapping of leadership roles</a>

Under Read’s leadership, WPP sought to streamline its sprawling portfolio, embrace emerging technologies like artificial intelligence, and reposition itself at the forefront of modern marketing services. The company recently rebranded its media investments firm GroupM to WPP Media.

Recently, replacing GroupM, WPP Media became the new name of WPP’s global media arm, aligning with the increasing demand from advertisers for end-to-end capabilities. The new entity will manage more than $60 billion in annual media investments, serving over 75% of the world’s leading advertisers across more than 80 markets.

WPP Media will continue to operate well-known agency brands such as Mindshare, Wavemaker, and EssenceMediacom, each maintaining dedicated client teams while benefiting from shared technology, infrastructure, and expertise. This integrated approach is powered by WPP Open, the company’s proprietary AI-enabled marketing platform that unites creative, production, data, commerce, and personalized media delivery.

Recently, WPP also shifted the creative agency Grey under the leadership of Ogilvy. The change ended Grey’s reporting alignment with AKQA Group, which had been in place since the two agencies were brought together in 2020.

<a href="https://www.storyboard18.com/advertising/global-mergers-local-ripples-consolidations-reshape-indias-ad-land-as-clients-seek-single-window-partners-67505.htm">Read more: Global Mergers, Local Ripples: Consolidations reshape India's ad land as clients seek 'single-window' partners</a>

Read More:<a href="https://www.storyboard18.com/agency-news/wpp-unveils-ai-powered-wpp-media-replacing-groupm-in-major-strategic-shift-67746.htm" rel="noopener" target="_blank">WPP unveils AI-Powered WPP Media, replacing GroupM in major strategic shift</a>

WPP likely to communicate new structure to all partners in India; Global CEO Mark Read announces exit

Mark Read, the longtime executive who has led WPP through a sweeping transformation of its advertising and marketing empire, will step down as chief executive at the end of the year, the company announced on Monday.

<a href="https://www.storyboard18.com/agency-news/wpp-unveils-ai-powered-wpp-media-replacing-groupm-in-major-strategic-shift-67746.htm">Read more: WPP unveils AI-Powered WPP Media, replacing GroupM in major strategic shift</a>

<a href="https://www.storyboard18.com/how-it-works/wpp-media-possible-rebrand-of-groupm-signals-strategic-reset-amid-intensifying-industry-consolidation-64751.htm">Read more: "WPP Media": Possible rebrand of GroupM signals strategic reset amid intensifying industry consolidation</a>

Read, who has spent more than three decades at the British communications giant and served as C.E.O. since 2018, will retire from the role and leave the company’s board on Dec. 31. WPP said a search for his successor is already underway.

“It has been an immense privilege to serve as its CEO for the past seven years,” Mr. Read said in a statement. “After seven years in the role, and with the foundations in place for WPP’s continued success, I feel it is the right time to hand over the leadership of this amazing company.”

Under Read’s leadership, WPP sought to streamline its sprawling portfolio, embrace emerging technologies like artificial intelligence, and reposition itself at the forefront of modern marketing services. The company recently rebranded its media investments firm GroupM to WPP Media. 

<a href="https://www.storyboard18.com/brand-marketing/paramount-snaps-ties-with-wpp-media-after-a-20-year-partnership-68639.htm">Read more: Paramount snaps ties with WPP Media after a 20-year partnership</a>

Philip Jansen, WPP’s chairman and the former chief executive of BT Group, praised Read for steering the company into a new era.

Read More: <a href="https://www.storyboard18.com/how-it-works/wpp-media-possible-rebrand-of-groupm-signals-strategic-reset-amid-intensifying-industry-consolidation-64751.htm">"WPP Media": Possible rebrand of GroupM signals strategic reset amid intensifying industry consolidation</a> 

“Mark has played a central role in transforming the Company into a world leader in modern marketing services, with deep AI, data and technology capabilities,” Jansen said. “We are pleased that Mark will continue to lead WPP as CEO until the end of the year, remaining focused on the execution of the Company’s growth strategy and supporting a smooth transition to his successor.”

Read called WPP “an incredible company with over 100,000 talented and creative people,” and thanked his colleagues, clients and board members as he signaled plans to chart a new course in his professional life after stepping down.

Read More: <a href="https://www.storyboard18.com/brand-makers/wpps-mark-read-stresses-on-more-efficient-operations-and-strict-capital-allocation-amid-market-pressures-60870.htm">WPP's Mark Read stresses on 'more efficient operations and strict capital allocation' amid market pressures</a>

WPP CEO Mark Read to step down; ad holdco says search for a successor is underway

In a strategic move to capture the attention of mobile-first Gen Z and millennial audiences, over-the-top (OTT) platforms are embracing the vertical short video format—once the hallmark of social media apps like Instagram Reels and YouTube Shorts. What was once considered supplementary content is now evolving into a core part of content and monetization strategies for major and emerging streaming platforms.

Netflix, the global streaming behemoth, has begun testing a vertical video feed within its mobile app in the United States. The feature presents users with scrollable clips curated from its extensive catalogue of original content, enabling a more interactive and personalized viewing experience.

Ajay Mehta, Head – Content & Creative Services, WPP Media India stressed that the challenge lies not in access to audiences but how effectively brands can adapt to these impactful windows of engagement, "The emergence of multiple digital platforms has triggered a massive explosion in content formats, leading to increasingly shorter attention spans. With an overwhelming volume of content available across platforms, marketers have little choice but to rely on short-form content to capture attention and drive engagement."

Mehta said, "At WPP Media, we believe that today’s youth consume approximately 50 to 60 feet of content simply by swiping up—making vertical, short-form content extremely critical for brands to leverage. The real challenge, however, lies in how brands can quickly adapt to these formats and weave their brand stories in a way that builds strong memory structures, helping them stand out amid the clutter."

The intent is clear: adapt to how users consume content on their smartphones. Rather than expect viewers to rotate their screens or commit to long-form content from the outset, these short clips serve as an on-ramp to full episodes, while also keeping Netflix top-of-mind during fleeting moments of user downtime.

The trend is swiftly catching on in India, where local players are innovating to align with mobile consumption behaviors. MX Player, owned by Amazon, has introduced MX Fatafat, which offers mini web series with episodes lasting just two minutes. Meanwhile, Balaji Telefilms’ new vertical platform Kutingg features short-format originals spanning romance, slice-of-life, and thriller genres.

Platforms such as ReelShort, FlickReels, and DramaBox have taken it a step further. They offer vertically filmed micro-dramas—typically under a minute—that when strung together form serialized, movie-length narratives. This approach not only caters to modern attention spans but also capitalizes on the convenience of one-handed phone usage without screen rotation.

A November 2024 report from Redseer Consulting indicates that India’s short-form video platforms generated approximately $95–100 million (₹790–830 crore) in ad revenue in FY24. While that accounts for only 1–1.5% of India’s total digital ad spend, it represents a growing piece of the pie in a high-growth segment.

This rise is driven by content that is designed to be emotionally resonant, hook viewers quickly, and keep them coming back—ideally creating fertile ground for brand storytelling. Comedy sketches, fast-paced thrillers, and localised dramas dominate this format, catering especially to younger and regional audiences.

One of the biggest advantages vertical OTT platforms offer advertisers is a brand-safe, curated environment—free from the unpredictability and content risks of user-generated platforms. Ratnakar Bharti, Vice President, Mudramax said, "Advertisers from categories like mobiles, FMCG, D2C etc. are already placing their bets on short-form video advertising. The appeal is clear: these platforms offer a brand-safe, curated environment, free from the unpredictability of user-generated content. Repeat campaigns from top brands are a testament to the effectiveness and ROI of this format."

Bharti further said, "Take for instance, Drama Box, with its focus on emotionally resonant and niche content. It has cultivated a loyal and growing user base. For advertisers, this translates to campaigns that can generate views, often at a lower cost per impression than traditional video formats."

Advertisers can leverage by either Creating 'Native' Ads that blend seamlessly with the short-form and engaging content style of the platform such as mini-story ads or quick product demonstrations.

Despite its promise, vertical video on OTT platforms still has a long journey to mainstream adoption. Established giants like YouTube Shorts and Instagram Reels continue to dominate in terms of user base and ad spend. However, marketers are beginning to see emerging vertical OTT apps as fertile ground for more targeted and region-specific engagement.

Rajni Daswani, Chief Growth Officer - People & Business, SoCheers said, "We are seeing clients increasingly leaning and considering it in their media mix. But we also have to note that global giants like YouTube Shorts and Instagram Reels still dominate by taking the bigger piece of the pie, these newer OTT players have just begun to carve out their niche, which is a long journey in itself." 

Daswani said, "As more users flock to these platforms, particularly from Tier 2+ cities where engagement is high, brands are slowly recognising the opportunity to reach specific, engaged audiences. It's shifting drastically from being just an experimental 'add-on' to a more integrated part of the strategy, especially for brands focusing on brand building and reaching audiences through highly localised and relatable content."

As streaming platforms blur the lines between entertainment and social media, vertical short-form content is no longer a fringe format—it’s quickly becoming a core part of the content and advertising ecosystem. With mobile consumption on the rise, and user attention spans shrinking, the vertical video revolution appears to be just getting started. For OTT platforms and advertisers alike, the future is vertical—and it fits neatly in the palm of your hand.

Vertical OTTs become new Ad frontier as brands seek curated, safe spaces

Global marketing giant WPP today unveiled its new AI-powered media company, WPP Media, marking a major milestone in the group’s transformation into a fully integrated, intelligent marketing services leader.

Replacing GroupM, WPP Media becomes the new name of WPP’s global media arm, aligning with the increasing demand from advertisers for end-to-end capabilities. The new entity will manage more than $60 billion in annual media investments, serving over 75% of the world’s leading advertisers across more than 80 markets.

WPP Media will continue to operate well-known agency brands such as Mindshare, Wavemaker, and EssenceMediacom, each maintaining dedicated client teams while benefiting from shared technology, infrastructure, and expertise. This integrated approach is powered by WPP Open, the company’s proprietary AI-enabled marketing platform that unites creative, production, data, commerce, and personalized media delivery.

Brian Lesser, CEO of WPP Media, said: “Consumers already expect advertising to be relevant and engaging and buying experiences to be seamless; those expectations are only going to accelerate in the age of AI. WPP Media is built for a world in which media is everywhere and in everything. By investing in our AI-powered product, integrating our offer with data and technology, and equipping our people with future-facing skills, we’re helping our clients to stay ahead of rapidly changing consumer behavior and unlock the limitless opportunities for growth that AI will create.”

Backed by an annual £300 million investment and supported by partnerships with top AI firms, WPP Open positions WPP Media as the most technologically advanced platform in the industry.

“Our new AI-driven model is about more than media — it's about enabling personalization at scale,” a WPP spokesperson stated. “By unifying media, data, and production, we are helping clients holistically manage their owned, earned, shared, and paid media.”

In addition to cutting-edge media capabilities, WPP Media boasts industry-leading tools in connected commerce, measurement, and analytics. The company also emphasized its ongoing investment in learning and development, pledging to equip employees with the skills needed for success in the evolving AI-driven marketing landscape.

Mark Read, CEO of WPP, said: “We believe that WPP is the strongest marketing partner for the world’s leading brands in the AI era, where technology and talent converge. The move to WPP Media continues our strategy to simplify and integrate our offer for clients. While GroupM was built for a time when media scale mattered most, WPP Media reflects the power of AI, data and technology and simpler, more integrated solutions.
“Our vision for the future is clear – marketing that is informed by data, led by seamlessly connected teams of brilliant people, and full of new opportunities for our clients.”

The announcement comes as WPP launches a new cross-channel B2B campaign targeting business leaders and senior marketing decision-makers. The campaign showcases WPP’s AI credentials, its integrated proposition, and the advanced capabilities of WPP Open.

WPP unveils AI-Powered WPP Media, replacing GroupM in major strategic shift

GroupM across multiple markets is undergoing a major organizational overhaul, it is set to impact up to 45% of its U.S. workforce, according to remarks made by CEO Sharb Farjami during a company-wide town hall recently. The restructure, which includes the formation of a new Media Management and Delivery (MMD) division, aims to unify core business functions and streamline operations under a single operating model. 

Sharb Farjami, CEO of GroupM North America, informed employees during a company-wide town hall on Friday afternoon that a significant organizational restructure will “impact about 40% to 45% of our entire workforce,” according to ADWEEK.

“This has been a pretty tough week for us,” Farjami said. “There have been colleagues that have left our business… It can feel very destabilizing.”

When asked for clarification on what “impacted” meant, a GroupM spokesperson told ADWEEK that the 40%–45% figure “does not refer to people who are departing the business,” but instead relates to “how we’re bringing teams together.” The spokesperson also confirmed that the figure applies specifically to U.S.-based employees.

As part of the restructuring, a new department—Media Management and Delivery (MMD)—will consolidate investment, Nexus, and campaign reporting functions into a single division. Leadership did not confirm whether the affected roles would involve layoffs, reassignments, or other organizational changes.

During the 2 p.m. ET town hall, agency executives emphasized that the transformation is part of a larger shift toward a “single operating model” for GroupM North America. “The agency brands will continue to exist… What they cease to be is individual, distinct business units,” said one executive, whose identity was not disclosed. “They will cease to operate business P&Ls in the market, but they will continue to be homes for our clients.”

Employees were told to expect a follow-up email outlining next steps and providing a question form to address concerns.

A leaked internal memo from GroupM CEO Brian Lesser, dated earlier in the week, also described the move toward a unified operating model, changes in agency titles, and the integration of Nexus and investment functions.

“As part of this process, we’ve had to make difficult decisions as we work to improve our team structure and reduce overlap,” Lesser wrote in the memo. “This will affect some roles across our markets.”

Following the town hall, Farjami sent an additional note to employees, reiterating the changes. In the message, which ADWEEK obtained, he acknowledged: “This has been a challenging week, especially for those whose roles were impacted. We’re providing support through WPP’s Employee Assistance Program for team members leaving the business, and we have internal employee resources to help you navigate the changes, too.”

Transcripts of the note from Farjami: 

Team,

Thank you to everyone who joined today’s all-hands. For those who couldn’t attend, I want to acknowledge this week’s changes and what they mean for all of us at GroupM. 

This has been a challenging week, especially for those whose roles were impacted. We’re providing support through WPP’s Employee Assistance Program for team members leaving the business, and we have internal employee resources to help you navigate the changes, too. These decisions were not made lightly, but they are necessary. As we evolve, we’re building a stronger, more unified GroupM that delivers more opportunity for our people and greater value to our clients. 

Evolving our agency brands, simplifying our structure, and integrating Nexus, Investment, and Campaign Reporting into one unified integrated media team will bring the full power of GroupM to market. This team is a strategic response to the market’s demand for something different. The focus areas — marketplace & partnerships, media activation, media solutions, product innovation, and commerce — position us to lead in an AI-enabled era. We’re also formalizing a client growth & operations team at the center to better support our client teams with greater agility.  

Many of our clients see the value in this vision as they evolve their own businesses. They are optimistic, and so am I. 

As this new chapter takes shape, we’ll grow into it together. Ensuring we listen to you through this change will always be at the front of my mind. Please reach out to your manager or the People team for guidance, and you can continue to ask questions or share feedback here. I’ll keep you updated as we move forward. 

Thank you for your passion and dedication to GroupM, our clients, and each other.