WPP Media’s AI-Driven Transformation Signals New Era for Advertising in MENA

GroupM Rebrands to WPP Media: A Shift Toward an AI-Powered Future

At the end of May, WPP’s media-investment arm GroupM announced its rebranding to WPP Media, marking a clear shift in its approach. Managing over $60 billion in annual media investments and serving more than 75% of the globe’s leading advertisers across 80+ markets, WPP Media aims to position itself as a fully integrated, AI-powered media company.

From Separate Agencies to Integrated Teams

The rebrand isn’t just cosmetic. It reflects a structural change. GroupM’s agencies — Mindshare, Wavemaker, Essence, and Mediacom — will now act as “homes” for dedicated client teams. Instead of operating with separate profit and loss accounts, these teams will share technology, data, and operations while retaining their brand identities. This means media, data, production, and creative teams collaborate seamlessly under one umbrella.

Why Now? The AI Era Demands Integration

GroupM was built for an era when media scale was king. Today, media exists everywhere and in everything, driven by AI. Clients expect integrated services that combine media, production, and technology. WPP Media’s new identity highlights its AI-driven approach and close integration with WPP’s creative and tech ecosystem.

AI at the Core of Media Planning and Execution

Advertising agencies in the US show a strong adoption of AI, with 91% either using or exploring generative AI for their work. At WPP Media, AI is embedded in every operation:

• Analyzing vast data sets to better understand consumers.
• Automating media buying for improved efficiency.
• Personalizing creative content at scale.
• Predicting campaign performance with greater accuracy.

AI enables real-time bidding, audience prediction, and creative personalization on an unprecedented scale. Generative AI can write advertising copy, create multiple content variations, and generate insights from complex data. But AI doesn’t replace human creativity — it enhances it by handling repetitive tasks, freeing talent for strategic and creative thinking.

WPP Open: The AI-Enabled Operating System

A key element of the rebrand is WPP Open, an AI-powered marketing platform connecting all agencies’ capabilities in real time. Data on ad performance can instantly optimize creative production, and media targeting insights flow freely between teams. This breaks down traditional silos, speeds up campaign development, and ensures client touchpoints are coordinated and data-driven.

Focus on the MENA Region and Local Nuances

Clients in the Middle East and North Africa, especially in the UAE and Saudi Arabia, are leading AI adoption, driven by initiatives like Saudi Vision 2030. Contrary to common belief, many regional clients are ahead of global peers in using AI for enhancing customer experience and operational efficiency. The rebrand positions WPP Media to take advantage of these investments and opportunities.

WPP Media follows a “globally powered, locally rooted” approach. Regional clients want advanced AI capabilities applied with a clear understanding of local markets, languages, and cultures.

Investing in Talent and Training

The rebrand will impact 40% to 45% of the workforce, focusing on restructuring teams rather than layoffs. WPP Media is heavily investing in upskilling employees for AI-powered marketing and recruiting specialists in data science and integrated commerce.

Internal training includes AI literacy sessions and hands-on practice with WPP Open tools. Region-specific modules address local market dynamics and cultural factors, ensuring all levels of staff can evolve alongside AI technologies. The goal is steady evolution, combining AI tools with uniquely human skills like cultural intelligence and strategic creativity.

For creatives eager to expand their AI skills, exploring specialized courses and training can be a practical next step. Platforms like Complete AI Training provide tailored learning paths for marketing and creative professionals looking to integrate AI into their work.