Paramount Taps Publicis Media Amid Skydance Merger Uncertainty

Updated June 04,2025

Paramount Global has⁤ ended its two-decade ⁤relationship with WPP Media,its media agency of record,and appointed Publicis to manage its media business. The move,first reported by Deadline,was unexpected and not the result of a formal⁤ agency review.

The entertainment giant’s decision⁢ comes as its planned merger with Skydance Media remains pending. David Ellison, Skydance Media founder and son of Oracle co-founder Larry Ellison, is slated to lead the merged entity as chairman and⁢ CEO.

While the merger has secured regulatory approvals from the U.S. Securities and Exchange Commission and the European Commission, ⁢uncertainties surrounding FCC approval and a⁣ lawsuit⁣ filed by ‍Donald Trump against Paramount’s CBS continue to loom over the deal’s timeline and potential ⁢outcome. Paramount, WPP, and Publicis have all declined to comment ⁤on the change in media agency ‍or the merger’s status.

As Paramount prepares for the potential merger, cost considerations might potentially be playing ‍a significant role. Company leaders have suggested the decision to⁤ switch media agencies ⁣was part of a⁢ broader cost-cutting initiative. The shift in media⁢ agency impacts Paramount’s media planning and buying business.

Paramount has worked with WPP’s media ‍arm since 2004. The agency, ‍initially known as Mediaedge:cia, rebranded as MEC in 2010 and⁢ later merged with Maxus in 2017 to become Wavemaker. Wavemaker expanded its⁣ work with Paramount-owned ViacomCBS in 2021 when it was appointed as its media agency. In May, WPP consolidated ⁢its media investment operations under the WPP Media brand, retiring the GroupM name.

What’s next

The media⁣ industry will be watching how Publicis manages Paramount’s media strategy and if the Skydance merger ⁣proceeds as planned, potentially reshaping the entertainment landscape.