The news: WPP slashed its 2025 outlook in an earnings update, citing declines in client spend and net new business—exacerbating the agency’s turbulence over recent months and sending WPP stock to its lowest point since 2009. WPP now expects an annual revenue decline of 3% to 5%, up from its previous forecast of 2%. Our take: WPP’s woes indicate that the traditional agency model is struggling to adapt to shifting client demands, AI-led marketing, and digital disruption.

The trend: At Cannes Lions 2025, Meta, TikTok, Google, and others made clear that AI-powered ad automation is no longer an experiment—it’s the plan. The news: Meta and TikTok each emphasized agency relationships, but both platforms expanded generative AI tools that let brands generate and manage campaigns without intermediaries. Amazon, Comcast, and Google are doing the same, pushing toward platform-native, self-serve ad models. Our take: As automation replaces traditional support services, agencies face existential pressure. To stay relevant, holding companies will need to prove they offer value that AI can’t replace—fast.

The news: YouTube unveiled Open Call at Cannes Lions 2025, a new platform-native feature allowing advertisers to post campaign briefs that monetized creators can directly respond to with self-produced content. The initiative removes the need for traditional influencer matchmaking, giving brands centralized control over content submissions, approvals, and performance via Google Ads. Our take: As costs rise and brand safety concerns mount, Open Call could tilt the branded content ecosystem in favor of marketers. It simplifies creator discovery, improves ROI measurement, and could lead to longer-term omnichannel partnerships. YouTube’s move positions it as a central hub for scalable, data-informed influencer marketing.

The news: WPP has lost the $1.7 billion Mars global media account to Publicis, just months after parting with Coca-Cola’s North America business. The deal encompasses media, social, production, and commerce, and further weakens WPP’s hold on major global clients. Our take: WPP’s loss is both financial and reputational—and their aggressive counterattack via a client-facing report signals a deeper crisis. As rivals like Publicis gain ground and agency power consolidates, WPP’s public posture and CEO transition raise questions about future strategy. Winning back trust will require more than critiques of the competition—it will demand structural clarity and client-first execution.

The news: WPP Media has lowered its global ad spend forecast for 2025 by 1.7%, reaching 6% compared with the 7.7% projected in December. The downgrade is attributed to ongoing trade wars resulting from President Trump’s current tariff policies, with WPP Media president Kate Scott-Dawkins citing “uncertainty.” Our take: Despite global uncertainty, advertisers who remain flexible with data-informed pivots, prioritize performance marketing, and plan for uncertainty will come out on top.

The news: Mark Read will exit as CEO of WPP at the end of 2025, concluding a three-decade run shaped by AI investment and structural overhauls. While Read launched tools like WPP Open and pushed to streamline operations, the company still posted a 1% organic revenue decline in 2024 and hit a four-year stock price low. Our take: Read’s departure marks a critical inflection point for WPP and the broader agency model. With 56.1% of agency leaders naming inefficiency as their top issue, the next CEO will need to go beyond tech implementation and deliver meaningful workflow clarity and cost discipline—fast.

A trade war between two of the world’s largest consumer markets would cause significant disruption for consumers, retailers, and brands in Europe.

WPP could rebrand GroupM as WPP Media: The change may benefit WPP, but rebranding alone won’t solve all of its problems.

M&A activity in the marcom space fell 37% in 2024: The decline shows a field in peril—but preparing for a rebound promises success.

WPP Q1 revenues decline 5% YoY: Another disappointing quarter could spell trouble ahead for the company if it doesn’t enhance its value proposition.

The Big Four data war: Omnicom and Publicis are pulling ahead in AI and productivity tools. How will others respond?

WPP acquires InfoSum for AI-driven, privacy-first data tools: The move enhances WPP Open with secure clean room tech as marketers shift from ID to AI.

Publicis wins Coca-Cola’s US media business: WPP loses the $785 million account as Coca-Cola separates creative and media.

Private equity is reshaping the agency landscape: As holding companies exit some service categories, PE firms see AI-driven agencies as high-growth investment opportunities.

R/GA exits IPG, embracing AI-led innovation: A $50 million investment fuels its future as it competes against consolidating agency holding companies.

From avatars to real-life purchases: Roblox’s branded worlds deliver deeper consumer interaction and emerging 3D ad standards for marketers.

Kantar Media is sold for $1 billion as measurement heats up: Private equity sees a big opportunity in the rapidly changing landscape.

Biden’s proposal to restrict AI chip exports to 120 countries faces backlash from Nvidia, which says the policy risks stifling innovation and harming economic growth.

WPP’s RTO mandate could spill over to other agencies: Its four-day requirement is upsetting employees hired during an era of remote work.

Marketers looking to bolster their influencer strategies must navigate a growing number of agencies, platforms, and vendors. Here’s a breakdown of the key players in the space.