In a move that has left many within the media and entertainment industry stunned, Paramount has abruptly ended its two-decade-long partnership with WPP Media—formerly GroupM—marking a dramatic shift in its advertising strategy.

The decision, described as a cost-saving measure, comes at a pivotal moment as the studio awaits regulatory approval for its proposed $8 billion merger with Skydance Media and private equity backer RedBird Capital.

According to The Deadline report, the dismissal of WPP and swift replacement by rival agency Publicis came without the traditional review period—an unusual move in the media business where clients typically allow incumbents to compete to retain their accounts. The announcement was quietly delivered to select employees at Paramount last Friday, with the news rapidly circulating internally and within agency circles over the weekend.