Over the last decade, branded entertainment has shifted from a side strategy to a core content pillar. But what’s next?
The recent rebrand of GroupM—the world’s largest media investment company—to WPP Media is more than a name change. It’s a statement. And for those of us watching the rise of brand-funded content, it raises a critical question:
Are brands now behaving more like broadcasters?
From Buyers to Creators of Branded Entertainment
Traditionally, agencies like GroupM were media buyers. Their job was to get clients’ messages onto the best platforms. But in the streaming-first, algorithm-sorted world of 2025, that’s not enough.
Now, they’re not just buying content—they’re helping to make it.
WPP Media (formerly GroupM) is doubling down on this trend through Motion Entertainment, its TV and branded content arm. They’ve helped fund over 1,800 shows, including The Circle (Netflix) and Love Island USA (Peacock). These aren’t commercials—they’re full formats. And brands are increasingly footing the bill, blending storytelling with subtle commerce.
Why the Rebrand Matters
The shift from “GroupM” to WPP Media signals a broader ambition. It’s not just about media strategy anymore—it’s about full-spectrum influence.
This rebrand aligns with:
- A rise in AI-powered media planning
- Consolidation of creative and data teams
- A push to streamline branded content under one roof
In other words, WPP isn’t just serving brands—it’s helping them become broadcasters, and creators of branded entertainment
Branded Entertainment: A Healthy Sector
Far from being a buzzword bubble, branded entertainment is one of the healthiest segments of the media economy. Why?
- Audiences are harder to reach with traditional ads.
- Streaming platforms need content—but have budget limits.
- Brands want deeper, story-led engagement, not just impressions.
Branded formats offer a solution: authentic content that fits viewer expectations but carries a brand’s DNA.
Future Trends to Watch
The rebrand of GroupM gives us a glimpse into what’s next:
- More direct partnerships between brands and platforms.
- Branded mini-series and docu-formats designed for global streaming.
- AI-assisted story development to optimise engagement without creative guesswork.
- Shoppable content, merging commerce and narrative in one seamless experience.
Final Thought
GroupM’s transformation into WPP Media isn’t a warning sign—it’s a weather vane. It points to a future where content strategy is marketing strategy. For creators, strategists, and brands alike, the message is clear:
If you want to connect, don’t just advertise—entertain.
There is a big future in branded entertainment.
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