In the latest sign of massive change among ad agency hold cos, Mark Read is stepping down as leader of WPP. We unpack the impact of AI on agency hold cos and media, including WPP Media’s prediction that 2025 will be the first year in which the majority of ad spend flows through user-generated content.
Open Intelligence is WPP’s Media’s new solution to help advertisers make sense of their data and use it in more ways, with a longer-term goal of decentralizing data.
For proof of the uncertainty facing marketers in 2025, look no further than the industry’s ping-ponging projections for ad spending. WPP Media’s revised forecast is just the most recent example.
Sports sponsorships can play well for small brands; Perplexity was first to AI search ads, but advertisers waited for Google; and GroupM officially rebrands to WPP Media.
