GroupM

Overview

GroupM, the world’s leading media investment company and the investment arm of WPP, sought to solidify its position as the definitive authority on business and culture in media and advertising. The company aimed to lead the industry in innovation, position itself as the best place to work, and amplify the success of its agencies, including our existing client EssenceMediacom, and its sister agencies Mindshare and Wavemaker. On top of this, Propeller was appointed to manage the PR for GroupM’s performance arm, GroupM Nexus. Through strategic PR initiatives, Propeller helped GroupM achieve widespread media recognition both within advertising trades and into national and top business titles, strengthening its reputation and visibility. 

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The Brief

GroupM approached Propeller Group with a clear ambition: to be the leading voice in media and advertising. The goal was to shape industry conversations, engage audiences beyond trade press, and leverage GroupM’s expertise to push the boundaries of thought leadership. To accomplish this, Propeller devised a media strategy that would: 

• Create a pipeline of thought leadership to help GroupM own defining issues in media and advertising
• Secure strong media relationships beyond industry-specific publications to broaden influence
• Develop innovative ways to amplify existing data and create new insights for thought leadership 
• Leverage GroupM’s internal expertise to establish credibility in high-profile media conversations

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Our Approach

Propeller implemented a multi-faceted strategy to elevate GroupM’s media presence and thought leadership.

1. Strategic thought leadership: We positioned GroupM executives as go-to experts on key media trends, securing media opportunities and developing thought leadership content tied to major industry shifts.

2. Expanding media relationships: Beyond traditional media and marketing trade publications, Propeller forged relationships with National, business, and technology publications, ensuring that GroupM’s insights reached influential audiences outside the advertising bubble.

3. Data-led storytelling: We amplified GroupM’s data-driven insights, primarily their bi-annual report ‘This Year Next Year’, by crafting compelling narratives that translated complex industry trends into digestible, newsworthy content.

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Results

Through our partnership, GroupM successfully broadened its influence, solidified its reputation as an industry leader, and amplified the visibility of its member agencies. Propeller’s strategic storytelling and media outreach helped GroupM own the conversation in media and advertising, making it the definitive source for insight, innovation and leadership.

Propeller’s strategic approach significantly enhanced GroupM’s industry presence, yielding several impactful results:

• 26% Coverage National/Tier 1 Business Titles
• 45% Coverage Tier 1 Trades
• 1.04 billion combined reach, significantly expanding GroupM’s visibility and influence
• 1.33 million estimated coverage views, extending reach beyond the traditional advertising press 
• 65 domain authority, strengthening GroupM’s online credibility and SEO impact