GroupM, the media agency arm of WPP, has appointed Brian Lesser as its global CEO, replacing Christian Juhl. Lesser’s return marks a significant leadership change, given his previous tenure as CEO of GroupM North America from 2015-17. His appointment is viewed positively by former WPP and GroupM executives, who believe he is well-suited to enhance GroupM’s technological capabilities, particularly with Choreograph, the agency’s data and tech team.
Lesser’s extensive experience within WPP, especially during the Sorrell era characterized by numerous acquisitions, positions him favorably to address current challenges. Media analyst Brian Wieser highlights Lesser’s internal knowledge and external experiences as crucial for improving GroupM’s business.
However, the company faces significant challenges, including recent high-profile client losses such as Shell, Pfizer, and Uber, as noted by Jay Pattisall of Forrester.
GroupM’s representative contested the notion of more losses than wins, emphasizing their strong retention record and attributing some losses to reduced spending by tech companies. Nonetheless, Pattisall underscores the urgency of addressing these challenges, particularly in business development and replacing lost revenue with new wins.
Brian Lesser Rejoins GroupM as Global CEO to Drive Technological Advancements and Address Current Challenges
The comparison of GroupM’s revenue with Publicis by Wieser indicates a narrowing gap, stressing the need for effective leadership to maintain competitive advantage.
Lesser’s previous contributions to WPP, including his role in developing Xaxis and AppNexus, highlight his capability to drive technological advancements. His tenure at AT&T, where he was instrumental in the acquisition of AppNexus, demonstrates his strategic acumen in the ad-tech space. However, his departure from AT&T in 2020 was marked by internal conflicts and broader industry challenges.
As Lesser steps into his new role, GroupM continues to emphasize consistent growth, with a representative citing a 25% cumulative growth since 2019. The company also anticipates favorable billing numbers from COMvergence, reinforcing its market dominance. Despite these positive indicators, the focus remains on honing their technology and data science strategies, which are critical for future success.
The recent hiring of Sandy Welch to lead platform commerce initiatives signals GroupM’s commitment to strengthening its tech strategy.
Pattisall believes Lesser’s return will bolster GroupM Nexus and enhance interoperability with WPP Open, aligning with the company’s long-term vision. Juhl, who initiated significant restructuring efforts, will transition to a corporate development role, potentially paving the way for his eventual departure from WPP.
Lesser’s return to GroupM is seen as a strategic move to address current challenges and capitalize on technological opportunities. His experience and past successes within the company provide a solid foundation for leading GroupM through its next phase of growth and transformation.
