Paramount drops WPP for Publicis amid Skydance merger

Paramount Global has dramatically reshaped its media agency roster, ousting longtime global partner WPP Media in favor of Publicis Groupe, and shifting U.S. Paramount+ buying from Horizon Media to IPG. The sweeping changes, first reported by Deadline, are largely seen as a cost-cutting drive as Paramount navigates its pending merger with Skydance Media.

Merger money moves: This significant agency overhaul appears directly linked to Paramount’s ongoing efforts to finalize its multi-billion dollar merger with Skydance Media, with cost savings a primary motivator for the switch. The media accounts in play represent a substantial annual spend, estimated between $400 million and $600 million, covering everything from theatrical releases to streaming promotions.

Two decades down, no review: The decision to replace WPP, a partner for over twenty years, and shift the Paramount+ domestic business from Horizon Media, reportedly occurred without a formal agency review, blindsiding many staffers. Adding to the abruptness, WPP Media itself had only just rebranded from GroupM in May, highlighting a period of rapid change for the incumbent. Digiday confirmed IPG’s win of the U.S. Paramount+ business, suggesting that with cost-saving as a reported goal, Publicis likely offered more favorable rates for Paramount’s marketing.

Paramount’s new ad chapter: These decisive agency changes signal Paramount’s intent to streamline operations and find new efficiencies as it steers towards a future potentially intertwined with Skydance, leaving established advertising relationships radically altered.

Meanwhile, WPP’s own deck shuffle: WPP, the outgoing Paramount agency, is also making internal changes, realigning its Grey creative agency under Ogilvy while Grey maintains its brand. This follows WPP’s move to rebrand its media arm GroupM to WPP Media, positioning it as an AI-powered entity.