Mastercard hands US$180m global media remit to WPP Media

Mastercard has appointed WPP Media to lead its media strategy, planning, and buying across more than 70 international markets, ending its decade-long partnership with Carat, as confirmed to MARKETING-INTERACTIVE.

WPP Media will serve as the brand’s global media agency, overseeing media strategy and execution. Mastercard cited WPP Media’s global reach, advanced AI and data capabilities, and connected approach across paid media, social engagement, and business enablement as key reasons for the appointment, which it said will help drive greater impact across its marketing ecosystem.

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At the same time, Ogilvy has been named Mastercard’s global community management partner, tasked with building and managing online communities in key markets worldwide.

In conversation with MARKETING-INTERACTIVE, a Mastercard spokesperson said it was expanding the role of its media partnerships to support more integrated business needs in an AI- and data-driven era.

"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," the spokesperson added. 

The spokesperson added that the decision reflected a thoughtful process and emphasized that Mastercard remains committed to fostering strong, collaborative relationships that support innovation, respect, and shared success.

According to COMvergence estimates cited in Ad Age and Adweek, Mastercard’s global media spend totalled US$180 million in 2024. The move follows a competitive review reported by Adweek, ending Dentsu’s Carat decade-long tenure on the account, which began in 2014.

Speaking on the appointment, Brian Lesser, CEO at WPP Media said in a LinkedIn post, "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."

He added, "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."

On the other hand, WPP is also preparing for leadership changes at the global level. Microsoft executive Cindy Rose will step in as global CEO on 1 September, replacing Mark Read after a seven-year tenure.

A WPP board member since 2019, Rose currently serves as chief operating officer, global enterprise at Microsoft. She will work alongside Read during a transition period through to the end of the year and will be based between London and New York.

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