Paramount has ended its two-decade-long media partnership with WPP, selecting Publicis as its new media agency without a formal review. The shift comes as Paramount prepares for a potential $8 billion merger with Skydance Media, pending final FCC approval and facing legal challenges.
The move, seen as part of a cost-streamlining effort, marks a major transition during industry-wide change. WPP had handled Paramount’s media since 2004 through various rebrands, most recently under Wavemaker and the newly formed WPP Media.