British holding group WPP has poached Digitas managing partner of media, Grant Millar, to become the new EMEA client president of its Media Futures Group.

The group was set up as a bespoke service to oversee the firm’s highly lucrative Google account, uniting talent from both EssenceMediacom and GroupM into a streamlined team.

Launched in 2021 as a cross-agency collaboration between MediaCom and Essence before their merger, the unit is responsible for the tech outfit’s strategic, creative and integrated media approach.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

Joining from Publicis-owned Digitas, Millar had previously spent time as the global lead of Spark Foundry, and CEO of Zenith – all within the Publicis family.

Set to be based in London, Millar will lead EMEA markets ahead of a pivotal year for Google, which is rapidly expanding its AI capabilities with the roll-out of Gemini.

The move comes as WPP expands its involvement within the tech sector, having recently partnered with Universal Music Group to launch a strategic plan to create AI-driven ‘cultural moments’.