WPP Media has won the global media account for Mastercard in 70 markets globally. A source close to the matter told B&T the win applies to Australia, too.
WPP Media beat Dentsu’s Carat to the account with the client citing its focus on the future of marketing in an “AI- and data-driven era.
Carat had held the account since 2014. IPG-owned McCann will remain Mastercard’s creative agency of record but the financial services giant has also enlisted WPP-owned Ogilvy to help it with social listening and be more reactive.
“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,” the company said in a statement to Ad Age.
“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.”
It marks the first major global win of the WPP Media era though it follows PayPal pitching its global media account. There have been a selection of wins in Australia for WPP Media since the rebrand, however including the $60 million-rated Lion media account.
WPP Media CEO Brian Lesser posted on LinkedIn that the win reflected the “momentum” WPP Media was building.
“We’re thrilled to support such an important global brand and critical player in the world’s commerce infrastructure across more than 70 international markets. We’ll be working side by side with the incredible team at Ogilvy to help drive growth and innovation across Mastercard’s business.
“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. 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.”
B&T has contacted Carat and Mastercard for comment.
