WPP Fully Acquires T&Pm, Integrates AI for Next-Gen Marketing Solutions

In a significant move, WPP has fully acquired T&Pm, an integrated marketing agency known for its creative expertise and global client base. This acquisition sees WPP taking complete ownership of T&Pm, marking a major shift as the agency joins the WPP network while continuing to operate independently. The acquisition also introduces the full integration of WPP Open, WPP’s AI-powered marketing platform, into T&Pm’s operations, setting the stage for a new era of AI-driven marketing solutions.

T&Pm, with 1,800 employees across 42 locations worldwide, has carved out a reputation for delivering results-oriented marketing solutions to a range of high-profile clients, including Amazon, Argos, British Gas, EA, Mars, NatWest, News UK, and Toyota. Many of these client relationships are managed in close collaboration with other WPP agencies, demonstrating T&Pm’s success in leveraging the broader capabilities within the WPP network.

WPP's initial investment in T&Pm dates back to 2007, when it acquired a 49.9% stake. In 2019, this was increased to a majority holding, which allowed T&Pm to benefit further from WPP’s resources, including GroupM’s media-buying power. Over the years, T&Pm has evolved, pioneering embedded client teams that combine media, creative, and digital capabilities into integrated solutions. This model has proven highly effective, enabling T&Pm to adapt rapidly to the dynamic digital landscape and deliver a seamless experience to clients.

Central to this acquisition is WPP Open, the AI-powered marketing operating system that WPP introduced to T&Pm leadership two years ago. Mark Read, CEO of WPP, explained how the AI system has already begun transforming T&Pm’s client services, enhancing creativity, speed, and efficiency across content creation. "Two years ago, I showed Johnny the early iterations of WPP Open," Read said, noting that Johnny Hornby, founder and CEO of T&Pm, quickly became a strong advocate for its potential.

With the incorporation of WPP Open, T&Pm will see an evolution in its client service model, where AI capabilities will now be a core part of how the agency collaborates with brands. WPP Open offers tools that can accelerate decision-making, boost creative processes, and deliver insights that enhance marketing effectiveness, making it a valuable addition to T&Pm’s operational toolkit.

Reflecting on the new direction, Hornby shared his excitement about this next phase, emphasizing the role that AI will play in helping T&Pm to scale client partnerships. “Our belief in the superior agility of integrated teams has fuelled our global success," Hornby stated. "Now, AI is transforming the speed at which we can partner with clients to create growth, and WPP’s early investment in Open gives us a big advantage."

This strategic move underscores WPP’s commitment to AI-driven innovation within its agencies, setting a standard in the industry for tech-enabled client services. By uniting WPP Open’s advanced AI tools with T&Pm’s expertise, the acquisition aims to foster a more agile and data-informed approach to marketing solutions, bringing cutting-edge capabilities to clients around the world.

For WPP, this acquisition represents a step towards deepening the role of AI in the agency’s overall strategy, making it a core component of digital transformation. With T&Pm fully in the WPP network, both agencies are positioned to drive the future of marketing, delivering faster, more targeted, and innovative solutions that meet the demands of a fast-changing digital environment.