By Herman Manson. WPP has rebranded Group M to WPP Media, aligning its global media investment company with the broader WPP strategy. This strategy focuses on consolidation, integration, and simplification. In South Africa, the transformation, started under Group M, brings together the leadership teams of EssenceMediacom, Mindshare, and Wavemaker under a unified structure.
“We’ve received strong guidance globally on our direction as a group,” says Claudelle Naidoo, chief executive officer of WPP Media Sub-Saharan Africa. “Historically, many functions were centralised, but now we are focusing on leading client teams, finding the best solutions, and making our narrative simpler for clients.”
Unified market presence
WPP Media employs over 400 people in South Africa, and services major clients such as Unilever, Coca-Cola, Procter & Gamble, and the KFC group. The company recently secured the Amazon business, underscoring its competitive strength.
The new operating model is designed to integrate teams fully, fostering collaboration as one unit. “We previously operated in silos,” explains Naidoo. “Now, we are breaking these down to be more effective, leveraging talent and capabilities across the group to strengthen our competitive advantage.”
Despite the structural change, WPP Media continues to operate through its agency brands in the market. “Think of WWP Media as a house with three different doors representing the agency brands,” Naidoo explains. “But from an operational perspective, we are now one company in action.”
Previously, South African agencies reported to different countries within their respective operating companies. Now, all agencies report directly to WPP South Africa, functioning as a single entity with one management committee and a consolidated P&L. “This shift is not just in mindset but also in how teams collaborate, leveraging specialised functions across the central group ecosystem,” says Naidoo.
Removing operational barriers
A key goal of the transformation is to relieve client teams of operational pressures, enabling them to focus on capability, talent, and delivering value to clients. “While we maintain necessary firewalls for conflict clients, our culture, mindset, and behaviour are now aligned toward a unified goal,” says Naidoo.
The new structure benefits employees by offering broader career growth opportunities. “We are exploring how employees can grow laterally, not just into management roles. We want to create career pathways that keep talent engaged and motivated,” she adds.
As part of its evolution, WPP Media is heavily investing in data and technology, launching new platforms to enhance media planning capabilities. “AI and data are the future of WPP Media,” Naidoo says. “We are shifting investments into this space, focusing on driving efficiencies in media planning and talent recruitment while delivering more value to clients.”
Key challenges facing media agencies
Naidoo highlights that one of the biggest challenges is adapting commercial models. “Some clients still focus on traditional media servicing roles, while we are advancing in how we position our value. Negotiating structured commercial templates remains a challenge.”
Balancing multiple client brands within one agency group also presents challenges. “Clients sometimes resist working with agency groups that serve competitors, despite the intelligence and strategic advantages it offers,” Naidoo notes. “There needs to be greater education around how clients can benefit from an agency group’s collective knowledge.”
Talent acquisition and retention remain pressing issues. “The industry needs to invest more in attracting and retaining talent. The complexity, volume, and demand of work have led to burnout. Addressing well-being is crucial for the industry’s future.”
The future of WPP Media South Africa
“Regardless of what we’re called, we will always be … enabling clients through our brands,” she says. “We believe that close collaboration between media and creative agencies is the key to delivering effective solutions. The more interconnected we are, the more value we can add to the industry.”
As WPP Media continues its transformation, it’s focused on four priorities: simplifying operations, integrating talent, leveraging data and AI, and staying client-centric to drive growth and innovation in media.
Herman Manson is the founder and editor of MarkLives.com and MarkLives MEDIA, as well as the founder of Ramify.biz, which connects agencies, brands, suppliers and industry associations to one another (get your profile today). He’s also co-founder of the The Mark Awards and founder of the #AgencyLeaders Awards.
