WPP Media

How to build talent for the AI era 🤖 AI is giving organisations more room to think, connect and create, and this means building M-shaped talent: professionals with multiple areas of deep expertise and the connective skills to link them. Three lessons: 🧠 AI accelerates capability, but human judgment still defines excellence 🧩 M-shaped talent connects processes, people and thinking 🌱 Skills can be trained, bulture is built together For leaders: 🔎 Audit your talent - who already has their “and something else”? 🛠️ Build integration skills across tech, systems, clients and people 🔄 Redesign workflows around outcomes, not tasks More from WPP's Dr Laura Weis in Media Minute 👇

The AI shift every marketer needs to see 💡 Conversation has moved past 'AI for the sake of it', and the new focus is value-driven AI that truly transforms how brands interact with their customers. WPP Media's Katelyn Taylor got to the heart of it with FutureWeek at Cannes Lions International Festival of Creativity. She shared four themes defining the new era of search: 🔍 GSO is the new SEO Generative Search Optimization requires consistency across every touchpoint. LLMs don’t 'experience' your brand, they piece it together from your data. 📉 The zero-click reality With over 60% of searches ending without a click, old traffic metrics are missing the bigger picture. 🛒 The agentic shelf is tiny In an AI-driven world, the consideration set is shrinking to just two to five products. Are you being recommended? ⚙️ Beyond the experiment AI is now an organisational shift. The winning brands are building dedicated frameworks to move at the speed of the current market. More in Media Minute 👇 https://lnkd.in/eTwPZexY

What a way to end the week! We're celebrating our clients' outstanding success at this year's Festival of Media M&M Global Awards shortlists 🎉 Together, they've earned an incredible 78 shortlists across 27 categories, demonstrating the scale, creativity and effectiveness of the work heard around the world. A special congratulations to our most-shortlisted clients, Unilever's Vaseline, The Coca-Cola Company's Coca-Cola, Indeed, Nestlé's KitKat, Zespri International and Colgate-Palmolive's Colgate India, and to our EssenceMediacom, Mindshare, VML, Wavemaker, WPP Open X and WPP Unite teams. Thank you to our clients for their trust and collaboration, and here's to recognition on the global stage 🚀

The new age of luxury is so much more than a receipt ✨ Together with Snap Inc., we surveyed nearly 10,000 global luxury consumers to identify what brands must do to still create desire. Here are the three truths reshaping luxury desire: ⏳ Anticipation, Redesigned Waiting lists breed resentment. Real desire comes from earned anticipation - the thrill of discovery, achievement, and belonging. ✨ Beyond Ownership Nearly two in five luxury buyers engage with a product more than four times before buying. These moments are the experience. 🔒 Desire Goes Private 71% of luxury consumers now seek personal meaning over status symbols. Desire is built in peer communities and private conversations More from David Rusli and Lauren Bigland in Media Minute 👇 https://ow.ly/Y8K750ZyBxb

FMCG has entered its ‘convince me before I swipe’ era. What do marketers do now? 👀 In a category where switching brands can happen in seconds, creator marketing is the new battleground for building long-term growth. The Goat Agency's Pick Me. Choose Me. Love Me. Intelligence report explores a simple framework for building stronger creator strategies: 📖 Pick Me: Tell stories people actually want to watch 🤝 Choose Me: Build genuine connections that drive preference 💙 Love Me: Create the prestige that turns buyers into advocates It also challenges three common creator marketing myths: ❌ One content strategy works across every platform ❌ You have to choose between always-on and campaign activity ❌ Bigger creators always deliver the best results If you remember just one thing: The strongest creator strategies are platform-native, community-first and built for long-term relevance. Joanna Hughston and Matthew Wyatt are on the mics. More here 👇 https://ow.ly/KNkZ50ZymZX

AI shopping and creator marketing are on a collision course, and the brands shaping what's next are already connecting influence with AI discovery 👀 What's changing? 🗣️ Authentic, platform-native creators build stronger trust and influence 🤖 AI shopping demands content built for both people and AI What should marketers do? ✅ Partner with credible creators your audience genuinely trusts 🔍 Make product content clear, specific and AI-friendly More from Susan Saadian in Media Rewind 👇

How Dell Technologies won in AI shopping 🤖 As more shoppers ask AI what to buy, content is becoming the key to getting recommended. Working with Shalion, we helped Dell UK optimise its product content for Amazon Alexa for Shopping, helping the brand climb from 6th to the top 3 in AI shopping visibility 📈 The biggest takeaway? 👑 In agentic commerce, content is your meal ticket 💬 AI recommends what your content explicitly says, not what it assumes 🎯 Small, purposeful content changes can have a big impact on AI visibility The full story from Peter Shivery in Media Minute 👇 https://ow.ly/cyNK50ZwUXH

In partnership with The Coca-Cola Company, we’re thrilled to announce the launch of the new global Coca-Cola campaign, “The World Will Wait” ✨ Designed to inspire Gen Z and Millennial audiences to pause the rush of modern life, the campaign is a powerful reminder that true connection happens when we choose to prioritize our loved ones over everyday distractions. Through evocative films like "Laptop Face" and "The Most Important Meeting", striking OOH creatives like "No one ever said ‘this meal could have been an email'", and the #AFKMeals influencer movement, Coca-Cola is positioning itself as the perfect companion to bring people back to the table. Congratulations to our partners The Coca-Cola Company! The campaign was created by WPP Open X, led by Grey and supported by Ogilvy, WPP Production, and WPP Media. #TheWorldWillWait #CocaCola #WPPOpenX #SharedMeals