Credit: GR Stocks via Unsplash
WPP Media, formerly GroupM, has taken the global account for Mastercard, in an important win for the media arm of the UK-based advertising group.
Dentsu’s Carat had held the account, with reported global media spend of $180 million, since 2014.
Insiders said the win includes WPP Media in Australia.
WPP, which had recently lost big global accounts including Mars, is undergoing restructuring as revenue slides. A new CEO, Cindy Rose, starts next month, replacing Mark Read.
“This is a landmark win for our company that speaks to the momentum we’re building as WPP Media, the power of our integrated offer, and the value of the investments we’re making to give our clients an advantage in the AI era,” said WPP Media CEO Brian Lesser.
“We can’t wait to demonstrate what’s possible when you combine one of the world’s most trusted brands with the world’s best media talent and technology.”
Mastercard said 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 drive greater impact across the entire marketing ecosystem.
“As Mastercard continues to evolve – and to refine the future of marketing in an AI- and data-driven era – we’re expanding the role of our media partnerships to take on a new shape and support more integrated business needs,” a Mastercard spokesperson said.
“That’s why we’ve made the strategic decision to partner with WPP Media to lead our media strategy, planning and buying across more than 70 international markets.
“We’re deeply grateful for the incredible partnerships we’ve built over the years. This decision reflects a thoughtful process, and as we move forward, we remain committed to nurturing strong, collaborative relationships that champion innovation, respect, and shared success.”
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