Mastercard has selected WPP Media to lead global media strategy, planning, and buying across more than 70 international markets, ending its 10-year relationship with incumbent Carat after a competitive review.
The appointment also expands WPP’s remit with the financial services brand, as Ogilvy takes over global community management duties. McCann remains Mastercard’s creative agency of record.
R3 ran the review. Mastercard declined to share further details on the pitch process or timeline.
The win marks a key coup for WPP Media after a turbulent year that included the loss of Coca-Cola and Mars accounts, CEO Mark Read stepping down, and the appointment of Cindy Rose as his successor.
It also comes just months after GroupM’s rebrand to WPP Media, a restructuring aimed to more closely integrate its media agencies and centralize their access to tech and data.
According to Mastercard, the move is meant to help Mastercard adapt for the AI era by “expanding the role of our media partnerships to take on a new shape and support more integrated business needs.”
“WPP’s powerful global reach and advanced AI and data capabilities—along with their connected approach across paid media, social engagement, and business enablement—will help us drive greater impact across our entire marketing ecosystem,” a spokesperson said.
It is understood that the Mastercard win follows WPP Media’s decision in April to resign PayPal’s account, freeing the agency to pursue and ultimately secure the Mastercard business, according to sources.
“Mastercard is one of the world’s most respected and trusted brands, at the heart of global commerce. To be selected as their partner is an honor and testament to the AI-based data solutions we are building at WPP to fuel intelligent growth,” Cindy Rose, incoming WPP CEO, said in a statement shared with ADWEEK.
