WPP Media has won Mastercard’s global media account, valued at around US\$180 million, in one of the year’s biggest account shifts. The move ends Mastercard’s 10-year association with Dentsu’s Carat, reflecting a major change in the brand’s media and marketing strategy.
As part of the new mandate, WPP Media will handle media strategy, planning, and buying across 70+ markets. The win comes as WPP consolidates its media operations under the WPP Media banner, enhancing its global positioning with stronger data and AI-driven capabilities.
The deal delivers both financial momentum and a reputational boost for WPP, which recently lost clients like Coca-Cola and Mars. Symbolically, it also sets the stage for Cindy Rose’s arrival as CEO on September 1, reinforcing WPP’s long-term vision of a unified, technology-first growth model.