UPDATED with company statement. Paramount Global has confirmed that it has swapped out its media agencies, parting ways with WPP after more than 20 years, confirming the news first reported last week by Deadline.
Publicis is replacing WPP Media (formerly GroupM) as the lead media agency for Paramount Pictures’ domestic and international theatrical and home entertainment, along with Nickelodeon, consumer products and international streaming. IPG Mediabrands is supplanting Horizon Media on U.S. streaming, Paramount+ and Pluto TV, as well as CBS, BET, VH1, and Comedy Central.
“Both IPG and Publicis bring world-class capabilities across the media, data and technology landscape,” the company said in a statement provided to Deadline. “This decision reflects Paramount’s long-term strategy to enhance global scale and to drive greater efficiency.”
The company thanked WPP and Horizon for their “outstanding partnership, forward thinking and innovation over the years. Both remain valued partners, and we look forward to continuing our collaboration.”
The agency move, announced against the uncertainty and angst of the government scrutiny of its long-planned merger with Skydance Media. It stunned many staffers inside the company in large part because it came without the customary review period, with the swiftness of the decision unsettling many advertising and media veterans.
PREVIOUSLY:
EXCLUSIVE: In a move that blindsided many staffers, Paramount has fired its longtime media agency of record in a cost-saving move as its proposed merger with Skydance Media continues to gestate.
The abrupt change comes as Skydance and its private equity backer RedBird Capital are waiting in the wings to take control of Paramount, pending government approval of the $8 billion deal. Precisely who drove the ad agency decision is a matter of some dispute, according to sources, but Paramount’s relationship with agencies primarily resides with John Halley, president of Paramount Advertising. On the sell-side, Paramount does business with agencies across its networks and streaming services and the opportunity apparently presented itself to create more favorable economics via a buy-side shift of agencies.
WPP Media, formerly known as GroupM before a recent rebrand, had worked with Paramount Pictures for more than two decades, dating back to when the studio was part of Viacom. Three sources familiar with the situation told Deadline that the agency was dismissed and replaced by Publicis, another of the large agency players. The switch, which was not preceded by the customary review period (when an incumbent has a chance to retain the business), will result in significant cost savings and has been characterized as a business decision. Executives relayed the news selectively inside Paramount and to some people externally last Friday and word has spread quickly in subsequent days.
Total annual billings from Paramount, spanning international ads for Paramount+ (Horizon Media handles the streamer domestically) as well as global campaigns for films like the latest Mission: Impossible installment, are in the range of $600 million, according to people with knowledge of the numbers.
It wasn’t immediately clear how much of a savings would be created by the move, and sources indicated that other factors like buying and planning strategy and account personnel were also considered in terms of workflow and strategy. Feedback about WPP from a range of Paramount employees, from directors to SVPs and EVPs had been generally positive in recent months. And unlike creative marketing teams, trailer vendors or others involved in campaigns, media agencies are usually not in the direct line of fire if corporate leadership wants to respond to box office or ratings results.
Horizon’s work on domestic Paramount+ is another question, with rumors circulating that it had moved to IPG in parallel with the larger move. Those agencies did not immediately respond to Deadline’s request for comment.
Publicis also did not respond to a request for comment. Reps from Paramount Global, Paramount Advertising, Skydance and WPP Media declined to comment when contacted by Deadline.
The merger of Skydance and Paramount, which seemed a sure bet at the start of the year, has entered murkier territory thanks in large part to President Donald Trump’s animus toward CBS News.
Sentiment on the Paramount lot, Deadline has learned, has moved from the agonizingly slow crawl of the merger process and more about the abrupt changing of the guard with a longtime third-party vendor. The notion of swapping out an agency of record without warning is virtually unheard of on Madison Avenue. While clients are more antsy than ever and have jumped agencies in an effort to save money, gain efficiencies or for other reasons, the transition usually follows a more orderly and deliberate path.
Halley oversees the sell-side efforts at Paramount and does not lead the outward promotion of the company’s films, series, streaming and other wares. Still, there is some connection through the agency world between the two sides of the house. Since ascending to the No. 1 role in 2022, Halley has shown a willingness to buck convention, as with his conviction about ending decades of tradition by discontinuing the company’s traditional big-stage upfront presentation every spring. In place of the splashy show, the company convenes a number of smaller agency-focused dinners with talent in New York, Los Angeles and Chicago.
Skydance, along with RedBird, sealed its merger proposal with Paramount controlling shareholder National Amusements last July and remained in pole position after a 45-day “go-shop” period expired. Mindful of legal restrictions against “gun-jumping” by parties involved in corporate mergers, Skydance has maintained a fairly low profile as the review has unfolded. (CEO David Ellison, for example, was not a public presence at last month’s Cannes Film Festival despite Mission: Impossible – The Final Reckoning having its world premiere there.)
On a matter as consequential as the change of agency, sources indicated to Deadline, Skydance and RedBird could well have been consulted about the switch under the terms of the merger agreement.
Paramount on Monday announced it would hold its annual shareholder meeting July 2 and also add three people to its board of directors. The merger does not require approval from shareholders given that Shari Redstone and her family control a large majority of the company’s shares. The FCC is reviewing the transaction, but indications are that the review hasn’t gotten under way with any degree of substance. Trump, meanwhile, is continuing to pursue his $20 billion lawsuit against 60 Minutes for the way the news magazine edited and promoted an interview with Democratic presidential nominee Kamala Harris.
Attorneys for Trump have entered mediation with the Paramount camp, but a recent eight-figure offer from Paramount to settle the case did not yield an agreement.
