Publicis and IPG secure Paramount media account

Paramount recently made a surprising decision to shift its media business to Publicis and Interpublic Group, causing a loss for WPP and Horizon Media. While the move wasn’t officially confirmed by any party involved, it was reported by Deadline that Paramount’s media business, including its streaming service Paramount+, is now being handled by Publicis and IPG. This change is seen as a cost-saving effort, likely due to Publicis offering lower rates for marketing services.

IPG’s Mediabrands won the U.S. media for Paramount+, which was previously managed by Horizon Media. Paramount is reported to spend around $600 million on media across its films, streaming services, and other TV properties.

Paramount has been undergoing some changes as it awaits final government approval for acquisition by Skydance with Redbird Capital. This approval is uncertain as President Trump has been critical of Paramount’s news division CBS News. Trump is seeking $25 million in damages after rejecting Paramount’s settlement offer of $15 million.

Publicis has been on a successful streak, landing clients like LinkedIn, Coca-Cola, and Hershey. IPG has also seen wins with Volvo and 7-Eleven. On the other hand, WPP Media experienced ups and downs throughout the year, winning Electronic Arts but losing Coke’s U.S. business. Horizon Media recently secured Spectrum’s $800 million media business.

Overall, there has been significant movement in the media industry both in the U.S. and internationally, with agencies like Monks consolidating T-Mobile’s social business and OMD winning APAC media duties for Under Armour. This changing landscape reflects the evolving dynamics of the media and entertainment industry.