Dive Brief:
- WPP has named Brian Lesser Global CEO of its GroupM media investment arm, replacing Christian Juhl, who will take a new role within the holding company, per a release.
- Lesser was most recently chairman and CEO of data firm Infosum. He had previously spent 10 years at WPP, and was CEO of GroupM in North America from 2015 to 2017. He will officially begin his new role as global CEO in September 2024.
- Juhl has been GroupM’s CEO since November 2019. His new role within WPP will be president of corporate development, working on various areas of the holding company’s strategic planning.
Dive Insight:
Bringing Lesser back into the GroupM fold puts in place a leader who is familiar with how data and technology are being applied to marketing to help guide decisions and feed AI insights.
In addition to his work as chairman and CEO of Infosum, Lesser was CEO of AT&T Advertising and Analytics (now known as Xandr). During his previous stint at WPP, he created the Media Innovation Group, which built addressable advertising and technology products for GroupM (including the industry’s first data management platforms) and founded Xaxis, a programmatic media buying platform that is now part of Group M Nexus.
“Brian is one of the industry’s most highly regarded executives with a track record of success in data- and technology-driven marketing, GroupM, its agencies and its brilliant people are in many respects the engine of WPP,” said WPP CEO Mark Read, in a statement. “Brian not only knows GroupM inside-out, but also has a strong vision for the future of the business. We are delighted to welcome him back to WPP.”
Under Juhl’s leadership, GroupM recorded significant growth and won several assignments, notably increased partnership with The Coca-Cola Company, according to the company’s release. While WPP lagged behind its agency holding competitors in Q1, GroupM was a high point, delivering 2.4% growth while integrated creative agencies were down 3.3%.
GroupM, which built its reputation in an era when TV dominated, is playing catch-up as it shifts off legacy models to more data-driven marketing and integrated agency solutions. Recently, the organization restructured its operations, focusing on three media agency brands – EssenceMediacom, Mindshare and Wavemaker – performance through GroupM Nexus and data, service and technology through Choreograph. It also recently appointed former McDonald’s executive Alycia Mason CEO of Wavemaker U.S. Mason’s experience includes serving as vice president of digital experience and media at the fast-food company, which was seen as key to GroupM’s shift toward adding more digital expertise.
