Data-Driven Ambitions: WPP Takes Helm of Mastercard’s Global Media

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Mastercard shifts its $180 million global media account to WPP after ten years with Carat, signaling a strategic marketing overhaul driven by AI and data innovation.

Mastercard has appointed WPP Media as its new global media agency, taking over strategy, planning, and buying across more than 70 international markets—concluding a decade-long relationship with Dentsu’s Carat. The move, announced August 18, follows a highly competitive review led by consultancy R3 at a time of rapid change in global marketing leadership and technology integration.

Estimated at $180 million in annual media spend according to COMvergence, the win expands WPP’s influence in Mastercard’s marketing ecosystem. Alongside this, WPP-owned Ogilvy will now handle Mastercard’s global community management, while McCann continues as the creative agency of record. Sources close to the review indicate Mastercard’s shift was motivated by WPP’s advanced AI and data capabilities, as well as a more integrated, outcome-focused approach across paid media, social engagement, and business enablement.

This appointment marks a pivotal moment for both companies. For Mastercard, the agency change is part of a wider effort to future-proof marketing for an AI-driven, omnichannel landscape. “WPP’s powerful global reach and advanced AI and data capabilities—along with their connected approach—will help us drive greater impact across our entire marketing ecosystem,” a spokesperson said. WPP Media’s CEO Brian Lesser emphasized, “This is a landmark win… speaking to the momentum we’re building as WPP Media, the power of our integrated offer, and the value of our investments to give clients an advantage in the AI era”.

Mastercard’s total advertising and marketing expenses were $815 million in 2024, with net revenues rising 12% to $28.2 billion, despite a modest 1% decline in marketing spend. The brand’s willingness to recalibrate points to how global marketers are prioritizing tech-forward strategies and seamless collaboration for greater long-term value.