Media agency WPP seizes Mastercard's $180M global media account from Carat in business shift

Mastercard Shifts Global Media Strategy with WPP Media

In a significant move, Mastercard has chosen WPP Media to manage its global media strategy, planning, and buying in over 70 international markets. This decision marks the end of Mastercard's decade-long relationship with Dentsu-owned Carat.

The move comes as Mastercard's net revenue climbed 12% to $28.2 billion during the same period. WPP Media's advanced AI and data capabilities, along with its connected approach across paid media, social engagement, and business enablement, will help Mastercard drive greater impact across its marketing ecosystem.

Cindy Rose, the incoming WPP CEO, expressed her excitement about the partnership, stating that Mastercard is a respected and trusted brand, and being selected as their partner is an honor. She added that this partnership will enable WPP Media to leverage its global footprint and capabilities to deliver superior results for Mastercard.

Ogilvy will take over global community management duties for Mastercard. A correction was made to the previous story on 8/18/2025, clarifying that Ogilvy will take over community management duties globally for Mastercard, not just social media duties as previously stated.

Mastercard's move is intended to help the company adapt for the AI era by expanding the role of media partnerships to support more integrated business needs. McCann remains Mastercard's creative agency of record.

R3 ran the review process for Mastercard's media agency selection. WPP Media resigned PayPal's account in April to pursue and secure the Mastercard business. The new CEO of WPP (holding company) is Cindy Rose, who took over from Mark Read on September 1, 2025. For WPP Media in Spain specifically, Cristina Rey has been appointed CEO, with the transition running until February 1, 2026.

This win comes after a challenging year for WPP Media, which included losing the Coca-Cola and Mars accounts, a CEO stepping down, and a new CEO appointment. Mastercard spent an estimated $180 million globally on media in 2024, with total advertising and marketing expenses amounting to $815 million that year. Mastercard declined to disclose details about the pitch process or timeline.

Mastercard thanked Carat for their trust and collaboration, and wished them success in future initiatives. WPP Media has won a significant account and looks forward to a fruitful partnership with Mastercard.

Media agency WPP seizes Mastercard's $180M global media account from Carat in business shift