WPP CEO Mark Read told analysts and investors Thursday that GroupM, the firm’s media management arm, “has not reached its full potential in the last 18-24 months.” 

But there’s plan to change that and Brian Lesser, who rejoined GroupM as Global CEO six months ago laid out the broad strokes at the investor presentation.  

An important key to the revival, Lesser said, is a shift now taking shape from “identity-based solutions to AI connectivity.” 

“No matter how many traditional identities you own it will never be enough,” Lesser told the analysts and investors, who gathered in London and virtually for WPP’s 2024 earnings presentation. “The real power lies in connecting data across publishers, partners, retailers, platforms and clients.  And thoughtfully using our own first-party data assets” with other available data.  

Going forward, that is the way to develop the insights necessary to create predictive models of consumer behavior and to “drive performance.” 

By 2030, Lesser added, GroupM will be working with thousands of data partners to guide audience decisions. The only way to optimally harness those interactions for predictive performance at scale is by “leveraging AI at every step in the process.”  

Lesser laid out GroupM’s top priorities for 2025 and at the top of the list is data and technology and using WPP Open and its Media Studio “as the backbone to our approach,” which will enable the shift from identity to AI connectivity. The goal, he added is to get “100% adoption from clients.” 

Another priority: “upleveling talent,” which includes investing in more data scientists and other technology experts. To that end, Lesser noted that he has “restructured the team” with four new global roles that are focused on clients, growth, transformation and operations, and market expansion. 

Innovation is also a priority, specifically focused on improved performance at efficient prices, “with the introduction of new proprietary trading models.” 

Also on his to-do list this year: driving better collaboration within GroupM units and across WPP and further simplifying the structure for working with clients and partners.