Maersk sets sail on new global partnership with WPP

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Maersk has appointed WPP Media as its new global strategic partner, consolidating marketing activities across 130 countries under a central hub in Copenhagen.

The collaboration marks a significant step in Maersk’s marketing transformation, with a strong focus on agility, innovation, and data-driven efficiency. At the centre of the partnership is WPP’s AI-powered platform, Open, and its Open Media Studio (OMS), which will provide Maersk with greater visibility, actionable insights, and control over its marketing investments.

The partnership will be led out of Denmark by Tina Gretlund, CEO of WPP Media’s EssenceMediacom, who will oversee a global team supporting Maersk across five regions: North America, Latin America, Europe, IMEA, and APAC.

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For WPP Media, the win reinforces its presence in the Nordic region and underlines its role as an integrated partner with strong capabilities in data, technology, and strategic advisory.

The global partnership officially begins this month.

“Managing a global brand at scale requires more than operational excellence – it demands strategic clarity, agility, and a partner who understands the nuances of our ambition,” said Rasmus Rudnik Hansen, head of marketing media global at Maersk.

“WPP Media’s platform and approach align with Maersk’s vision to position marketing as a driver of commercial growth and transformation. Their ability to balance global consistency with local relevance, while offering transparency and actionable insights, makes them a natural fit for our next chapter,” added Hansen.

In tandem, Gretlund said “Our strength lies in combining data insights with innovative digital solutions, which is key to supporting Maersk’s ambitions.“

”We are very proud of the trust Maersk has placed in us, and we look forward to helping them realize their global marketing ambitions. They will hold an important place in our Nordic portfolio, where we manage global campaigns and marketing activities with a strong local foundation out of Copenhagen,” she added.

Maersk adds to WPP’s string of recent global wins, including Mastercard. The payments giant appointed WPP Media to lead its media strategy, planning, and buying across more than 70 international markets, ending its decade-long relationship with Carat.

As Mastercard’s new global media agency, WPP Media will oversee strategy and execution, with the brand citing its global reach, advanced AI and data capabilities, and connected approach across paid media, social engagement, and business enablement as key reasons for the appointment.

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