Cristina Rey, until now CEO of UM, has officially assumed her responsibilities as CEO of WPP Media Spain, WPP’s global media agency that will replace the GroupM brand from May 2025. The company announced the appointment of the board last summer, following the departure in March of Sebas Muriel as CEO of GroupM Spain.
The company explains in a statement that from her new position Cristina Rey will be in charge of leading the evolution of the business in the Spanish market, with the focus on customer growth, accelerating the transformation of the media model and reinforcing operational excellence.
“WPP Media represents the future of communication”
Rey claims to feel honored and excited about the new stage, especially at a decisive moment in the industry, marked by the transformation of operating models and investments in technology and artificial intelligence. “WPP Media represents the future of communication and connection between brands and consumers: radical integration, AI at the center of our operations and an open collaboration model, both within the WPP ecosystem and with our clients and strategic partners.”; he pointed out.
He also explains that his intention is to accelerate this vision in the Spanish market, through the design of contemporary strategies and solutions, the promotion of sustainable growth of brands, the development of the best talent and the consolidation of WPP as a leading strategic partner in media and communication.
The new leadership reflects the new stage that WPP Media is beginning after its relaunch as an integrated media company driven by artificial intelligence. The company assures that with these changes they reaffirm their commitment to supporting brands in an increasingly complex environment.
“His strategic vision and deep knowledge of the Spanish market will be
fundamental to building on the achievements made so far and accelerating the next phase of growth, helping to shape the future of marketing and drive smart growth for our clients“, commented Michael Karg, CEO of WPP Media Europe, in the company’s statement.
The incorporation of Cristina Rey as CEO of WPP Media takes place after that of Alberto Knapp as President of WPP. His appointment was announced in the summer of last year and after the departure in March of Juan Pedro Moreno, who had held the position for the previous three years.
Regarding the incorporation of Cristina Rey, Knapp has indicated that her
experience and vision are fundamental in a time of great transformation for
the industry. “With her at the helm, we are going to consolidate and enhance our offer,
integrating the power of media and creativity with the intelligence of data and
technology“, he said. ““This combination allows us to develop innovative and effective solutions for our clients and continue to be a key reference in the Spanish market.”.
Almost three decades in the media industry
Cristina Rey has almost three decades of experience in the sector, which she has developed in some of the main media agencies in the Spanish market, serving clients such as P&G, El Corte Inglés, Iberdrola, Toyota, Daimler, L’Oréal, Mutua, Banco Santander and Coca-Cola.
Rey began her career in 1998 as Director of Client Services at the media agency Maxus CICM, a position she held for eight years. Later, in 2008, she joined the Optimedia team in the position of General Director, a position she also held for eight years.
In 2016 he joined Zenith Spain, where he assumed the responsibilities of CEO until September 2019, and then, in January 2020, he joined Carat Spain where he served as CEO. From 2023 until this year, as CEO of UM and Chief Transformation Officer of Mediabrands in Spain.
