Media arm GroupM, which Read is betting on to deliver growth in 2025, also saw big changes in 2024, including a restructure and new CEO in 2024 with the hire of InfoSum boss Brian Lesser.
WPP said a more streamlined business model meant it shifted in 2024 to serve clients through six key agency networks – AKQA, Burson, GroupM, Hogarth, Ogilvy, and VML. Combined, these represented more than 90% of its revenues for the year.
“This simpler structure has enabled a stronger, more integrated offer across our creative, production, commerce, and media capabilities, supporting an improved new business performance in the second half of 2024 and good growth across our top 25 clients of 2.0% for the full year,” Read asserted.
4. Like its rivals, it’s increasing its investment in AI
Along with GroupM, the business is hoping AI will help it outpace competitors and return to growth in 2025.
It said the number of staff using its WPP Open AI-powered operating system increased from 10,000 in 2023 to 33,000 in 2024.
It credited the tool, which automates media planning and content creation at scale among other things, for helping it secure wins from brands such as Amazon and Unilever. Read said adoption was also growing among existing clients, including Google, L’Oréal, LVMH, and Coca-Cola all “seeing benefits” from the propriety tech.
In 2025, the company will increase its annual investment in WPP Open from £250 million to £300 million.
