WPP has announced that it will be dropping the GroupM brand as its media agencies consolidate under 'WPP Media'.

Connected by WPP Open, WPP Media aims to unite media, data and production capabilities to deliver creative personalisation at scale for advertisers.

According to a note from WPP, the group is 'strengthening its position as the leading marketing services business' with the launch of this AI-driven media company.

The note added that Mindshare, Wavemaker and EssenceMediacom will continue to provide clients with dedicated teams as brands within WPP Media, leveraging common capabilities, technology and support functions.

WPP Media aims to accelerate investments in learning and development initiatives that will provide career pathways to the jobs of the future, ensuring employees are empowered to lead the marketing and media transformation in the AI era.

Brian Lesser, CEO, 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.”

Mark Read, CEO, 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.”