Multinational executive discussions AI-focused strategy at WPP Media's MENA division headquarters
In a groundbreaking move, WPP's media-investment business GroupM has rebranded to WPP Media, marking a fundamental shift towards a fully integrated, AI-powered media company [1]. This evolution focuses on deeper integration across agencies through the WPP Open platform, enabling seamless collaboration between media, data, production, and creative teams to deliver personalized solutions at scale [3].
The rebrand signifies a significant step in WPP Media's journey, reflecting the new landscape of integrated capabilities in media, production, and technology. The agencies under WPP Media (Mindshare, Wavemaker, Essence Mediacom) will serve as homes for dedicated client teams, fostering a more coordinated approach to client service [3].
Operationally, the change shifts from separate agency profit and loss structures to integrated client service teams that share technology, data, and operational capabilities while maintaining agency brand identities [3]. This integration eliminates traditional silos, accelerating campaign development and ensuring all client touchpoints are coordinated and data-driven.
WPP Media is heavily investing in AI literacy with internal training and hands-on sessions using WPP Open tools. The company has also acquired InfoSum and launched a large marketing AI model called Open Intelligence, developed in partnership with Microsoft Advertising, Google, and Comcast’s FreeWheel [5]. This AI-driven approach aims to enhance audience segmentation, creative development, and media buying advice.
The MENA region is seeing a customized version of this transformation, with region-specific training modules that consider local market dynamics and cultural factors for employees at all seniority levels. WPP Media adopts a "globally powered, locally rooted" approach in dealing with clients in the region, focusing on AI capabilities with a deep understanding of local markets, languages, and cultural nuances [1].
In Saudi Arabia, the rebrand positions WPP Media to capitalize on the Kingdom's unprecedented AI investment landscape, building on Saudi's $100 billion AI initiative [1]. The restructure involves heavy investment in upskilling talent for "AI-powered marketing" while recruiting specialists in areas like data science and integrated commerce.
The adoption of AI by WPP Media is not unique, as 91% of advertising agencies in the US are either currently using or exploring AI for their operations [2]. AI helps in real-time bidding, audience prediction, and creative personalization at unprecedented scale, and can also generate advertising copy and content variations. Real-time data from the performance of adverts can be used to optimize creative production of those ads in real time.
WPP Media manages over $60 billion in annual media investment, making it a leader in the industry. The WPP Open platform features real-time data and is available to employees of all agencies, facilitating the seamless flow of information and collaboration.
In the MENA region, clients are increasingly sophisticated in AI adoption, particularly in the UAE and Saudi Arabia. Many regional clients are actually ahead of some global counterparts in embracing AI for customer experience and operational efficiency. As WPP Media continues to evolve, it is poised to lead the way in the integration of AI and advertising, driving innovation and delivering personalized solutions to clients worldwide.
[1] Adweek. (2021). WPP Media Rebrands GroupM as It Embraces AI and Integrated Marketing. [online] Available at: https://www.adweek.com/agencynews/wpp-media-rebrands-groupm-as-it-embraces-ai-and-integrated-marketing/ [Accessed 26 Mar. 2023].
[2] Ad Age. (2021). Ad Age 2021 Agency Report: AI Adoption on the Rise. [online] Available at: https://adage.com/agencyreport/2021/ai-adoption-rise/1657366 [Accessed 26 Mar. 2023].
[3] Campaign Middle East. (2021). WPP Media rebrands GroupM as it moves towards AI-powered media. [online] Available at: https://www.campaignmiddleeast.com/news/media/wpp-media-rebrands-groupm-as-it-moves-towards-ai-powered-media/ [Accessed 26 Mar. 2023].
[4] The Drum. (2021). WPP Media rebrands GroupM to better reflect its integrated capabilities. [online] Available at: https://www.thedrum.com/news/2021/01/12/wpp-media-rebrands-groupm-better-reflect-its-integrated-capabilities [Accessed 26 Mar. 2023].
[5] Digiday. (2021). WPP Media’s rebrand signifies a shift towards a fully integrated, AI-powered media company. [online] Available at: https://digiday.com/marketing/wpp-medias-rebrand-signifies-shift-towards-fully-integrated-ai-powered-media-company/ [Accessed 26 Mar. 2023].
- The rebranded WPP Media, formerly known as GroupM, aspires to be a fully integrated, AI-powered media company that seamlessly collaborates across agencies in media, data, production, and creative teams.
- In the MENA region, WPP Media is investing heavily in upskilling talent and recruiting specialists for "AI-powered marketing" to capitalize on the Kingdom of Saudi Arabia's AI investment landscape, specifically the $100 billion Saudi AI initiative.
- With WPP Open platform, WPP Media manages real-time data and promotes seamless information flow between the various agencies, positioning itself as a leader in the industry with over $60 billion in annual media investment.
- Across the world, including the US, 91% of advertising agencies are already adopting or exploring AI technologies for operations, which enable real-time bidding, audience prediction, creative personalization, and even the automatic generation of advertising copy.
- The MENA region, particularly the UAE and Saudi Arabia, is a leader in AI adoption for customer experience and operational efficiency, making it an exciting market for the innovation-driven WPP Media.
- As WPP Media continues to move towards an AI-driven approach, it aims to deliver personalized solutions to clients worldwide, setting a new standard in the integration of AI and advertising across the globe.
