Paramount breaks ties with WPP Media, its media agency of record for over 2 decades
Media reports said the company saw an opportunity to restructure agency partnerships on the buy-side for more favorable financial terms
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Published: Jun 4, 2025 10:08 AM | 1 min read
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Paramount Global has parted ways with its longtime media agency of record WPP Media, media networks have reported.
This is said to be a cost-cutting move even as the company’s proposed $8 billion merger with Skydance Media continues to take shape.
WPP Media, formerly GroupM, has been Paramount's media agency for over two decades.
Media reports said the company saw an opportunity to restructure agency partnerships on the buy-side for more favorable financial terms.
Paramount, which sells advertising across its television networks and streaming platforms, continues to evaluate its business operations in light of the pending merger. The merger with Skydance, if approved, would mark a significant shift for the legacy media giant.
Paramount reported a revenue of $7.9 billion in Q4, compared to projections of $8.10 billion.
Paramount+ increased its revenue by 16% for Q4 and 33% for FY. Its subscribers grew by 5.6 million in Q4 and 10 million for FY reaching 77.5 million, as per its last financial reports.
The company's Direct-to-consumer (DTC) subscription revenue grew by 7%, driven by an increase in subscribers. DTC advertising revenue rose 9%, supported by growth from Paramount+ and Pluto TV, including higher political advertising.
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