Paramount has concluded its two-decade partnership with WPP Media, its longtime media AOR, and has awarded its media business to Publicis, encompassing both global and Canadian operations.

The company’s media partnership with WPP began in 2004, when it appointed Mediaedge:cia to handle its media planning and buying. Mediaedge:cia has since undergone significant transformations, rebranding as MEC in 2010 and merging with Maxus to form Wavemaker in 2017. Wavemaker further solidified its relationship with Paramount in 2021, when ViacomCBS (owned by Paramount) named the agency as its media partner.

The shift comes as Paramount awaits the outcome of its proposed $8 billion merger with Skydance Media. The deal, announced last July, has already secured approvals from the U.S. Securities and Exchange Commission and the European Commission. However, its fate hinges on Federal Communications Commission approval and resolving a lawsuit filed by U.S. President Donald Trump against Paramount’s CBS unit. If successful, the merger would form Paramount Skydance Corporation, led by Skydance Media CEO David Ellison.

Meanwhile, WPP announced on Monday that Mark Read will retire from the board and from his role as CEO at the end of the year, after 30 years at the helm of the company. WPP also recently consolidated its various media investment operations under the new brand WPP Media, retiring the GroupM name. Under the new structure, Mindshare, Wavemaker and EssenceMediacom continue to provide clients with dedicated teams as brands within WPP Media, leveraging common capabilities, tech and support functions.

WPP Media manages more than $60 billion in annual media investment and works with more than 75% of the world’s advertisers in more than 80 markets.