As Mark Read prepares to step down after a seven-year run as CEO, the holding group is also reportedly about to lose a client of colossal proportions: Mars.
Sources suggest the US$1.7 billion media account is heading to Publicis — a devastating blow in both optics and operational reality.
Coming hot on the heels of Coca-Cola’s $800 million North American media business also shifting to Publicis, this latest defection cements a troubling narrative.
WPP, once the world’s undisputed advertising titan, is now struggling to retain its biggest clients and its grip on industry dominance.
The Power Play Behind the Pivot
Mars’ move is not impulsive.
It follows a comprehensive review of its agency model launched in late 2024.
Media, production, social, commerce, influencer marketing, even PR — all were up for grabs.
While Omnicom still manages Mars’ creative, sources suggest the initial aim was to reduce its reliance on three separate holding companies — WPP (media), Publicis (commerce) and IPG (PR) — by streamlining operations to just two.
That streamlining, it seems, no longer includes WPP.
Neither WPP nor Mars has commented officially, but the industry is abuzz.
The subtext is clear: Mars is leaning into cohesion over scale.
And cohesion is precisely where WPP’s narrative has faltered.
A Turning Point Wrapped in Timing
The optics couldn’t be worse.
Mars’ decision emerges just as Mark Read announces his exit, a move that symbolises both the end of an era and the start of an uncertain chapter.
Under Read’s tenure, WPP underwent a well-publicised transformation — divesting non-core assets, acquiring promising tech firms like InfoSum, and betting big on AI through partnerships with the likes of Nvidia.
Yet the transformation, while earnest, lacked urgency.
As the ad world sprinted forward, WPP often felt like it was still tightening its laces.
Publicis, meanwhile, bulldozed through with acquisition-fuelled growth and a tightly integrated service ecosystem, all wrapped in a sharper, bolder brand promise.
Publicis now leads the global revenue race among holding companies — and WPP has lost more accounts than it has won.
The Illusion of Scale
The Mars exit speaks to a deeper truth about the modern agency ecosystem.
Scale, once a guarantee of success, has become hollow when unaccompanied by clarity, cohesion, and meaningful client outcomes.
“Holding companies were built on the promise of scale,” notes Marcy Samet, founder of LBRB COLLECTIVE and a former holding company executive.
“But scale without cohesion, direction, and measurable growth is not a strength. It’s a liability.”
Jay Pattisall, VP and senior agency analyst at Forrester, adds, “WPP’s new media leadership under Brian Lesser needs room to execute its strategy. But execution takes time, and in today’s landscape, time is an expensive luxury.”
Indeed, even as WPP launches promising new initiatives — like Open Media Studio and its AI-led Open Intelligence platform — the industry’s patience is wearing thin.
Clients like Mars and Coca-Cola are no longer content with potential.
They want performance. Now.
Lessons for Malaysian Marketers
For Malaysian brands and agencies watching from the sidelines, this saga offers critical insight.
Legacy, size, and market share offer no immunity in a world where agility, integration and strategic clarity trump all.
The age of “one-stop-shop” holding companies has evolved.
It’s no longer about being everything to everyone — it’s about being indispensable to a few.
Publicis’ success reflects a simple truth: clients now reward operational integration, clarity of proposition, and demonstrable results over sprawling networks and scattered pitches.
What’s Next for WPP?
With Read’s departure, attention now shifts to the next chapter.
Brian Lesser’s return to helm media operations is significant.
He’s widely respected for his leadership acumen and strategic mindset.
But he faces a steep climb.
To steady the ship, WPP must craft a new narrative, one that goes beyond AI hype and talks about measurable, client-centred transformation.
WPP’s future won’t be decided by its next acquisition or tech announcement.
It’ll hinge on whether it can move from potential to performance — from everywhere to essential.
In today’s advertising world, scale without soul just doesn’t sell.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
