USA – Paramount has reportedly ended its decades-long partnership with WPP Media, formerly known as GroupM, as part of a cost-cutting effort tied to its proposed merger with Skydance Media.
The news, first reported by Deadline, came as a surprise to internal staff, as WPP Media had handled Paramount’s media business for more than two decades—dating back to when the studio was part of Viacom.
According to Deadline, citing sources familiar with the matter, Publicis is set to take over from WPP as the new media agency partner. The shift was reportedly communicated selectively within Paramount and to some external contacts last Friday, with word spreading quickly in the days that followed.
Sources said the decision bypassed the customary review period that typically gives an incumbent agency the opportunity to retain the account. While the exact cost savings remain unclear, the move has been described as a business decision driven by efficiency, planning, and workflow considerations. The transition is expected to lead to “significant cost savings”, the report added.
Feedback on WPP Media’s recent performance had been largely positive among Paramount employees, including directors and senior executives, according to the sources. It remains uncertain who made the final call to sever ties with WPP. However, Paramount’s agency relationships are said to fall under the remit of John Halley, president of Paramount Advertising.
When reached by Deadline, Paramount, Publicis, Skydance, and WPP Media all declined to comment.
The development comes ahead of Paramount’s annual stockholder meeting, scheduled for July 2.
Just a day prior, Reuters reported that Paramount Global had nominated three new directors to its board, increasing its size to seven, as it awaits regulatory approval for its $8.4 billion merger with Skydance.
The merger—initially seen as a likely outcome—has entered murkier territory following a $10 billion lawsuit filed in October by U.S. President Donald Trump against Paramount-owned CBS News over an edited interview. The deal still requires approval from the U.S. Federal Communications Commission (FCC), which must sign off on the transfer of CBS’s broadcast television licences.
