WPP Media Introduces Open Intelligence; Paramount Revamps Strategy
WPP Media has just introduced an innovative tool called Open Intelligence, which they’re calling the advertising industry’s “first large marketing model.” This new data solution, inspired by large language models, is designed to predict audience behavior and marketing performance by analyzing vast datasets. The goal is to create customized campaign models for clients, allowing brands to train custom models, continuously optimize audience segmentation and media buying, and deliver highly personalized campaigns. According to WPP, this tool will help generate predictive signals from customer data, minimize waste, and ultimately help brands connect with their target audience more effectively.
Matt Bennathan, chief commercial officer at Lumen Research, expressed excitement about the launch, describing it as a “tectonic shift away from IDs that have restricted our industry for years.”
In other news, Paramount is making some strategic changes to its operations. The company has decided to end its longstanding relationship with WPP Media (formerly known as GroupM) as part of a cost-cutting initiative related to its proposed merger with Skydance Media. Publicis is set to take over as Paramount’s new media agency partner, a move that was communicated to select internal and external stakeholders recently. While specific financial details were not disclosed, the decision is seen as a strategic one aimed at driving efficiency and streamlining operations, with significant cost savings expected as a result.
On the streaming front, Paramount+ has been making strides in the UK market. The platform experienced the highest user growth among UK SVOD platforms in the first quarter of 2025, adding 430,000 new households to reach a total of 3.1 million. This represents a 16% quarter-on-quarter increase and a 19% year-on-year growth, with the service now reaching 10.5% of UK households. The head of insight at Barb, Doug Whelpdale, attributed this growth to strong content performance, particularly highlighting the success of the second season of 1923 and the Yellowstone series. He noted that the release of Yellowstone seasons one to four on Netflix in January may have driven viewers to Paramount+ to catch up on the series, with season five available exclusively on Paramount+.
In the tech world, Disney and Microsoft have both announced additional rounds of layoffs as they continue to adjust their operations in response to industry trends and the increasing focus on AI. Walt Disney Co. is cutting several hundred roles across its film and TV units, impacting departments such as marketing, publicity, casting, development, and corporate finance. Meanwhile, Microsoft has confirmed further job cuts, affecting over 300 employees this week. These layoffs are part of ongoing organizational changes to position both companies for success in a dynamic marketplace, reflecting a broader trend in the tech industry to invest in AI while optimizing and streamlining operations.
