In a move set to reshape the global media landscape, WPP Media has won Mastercard’s worldwide media account, ending Dentsu’s decade-long stewardship through its Carat unit and marking the most significant client acquisition for WPP’s newly launched media division.
The appointment, covering more than 70 international markets, is valued at an estimated $180 million in annual spend, according to COMvergence.
Unveiled in May as the successor to GroupM, WPP Media consolidates Mindshare, Wavemaker, and EssenceMediacom under a single banner designed to lead in what the group calls the “intelligent era” of marketing. The Mastercard win signals a powerful vote of confidence in the agency’s AI-driven vision and integrated operating model.
“This is a landmark win for our company that speaks to the momentum we’re building as WPP Media,” said Brian Lesser, CEO of WPP Media, in a LinkedIn post announcing the victory. “It reflects the power of our integrated offer, the value of the investments we’re making in AI, and the opportunity to deliver growth and innovation for one of the world’s most trusted brands. We can’t wait to demonstrate what’s possible when you combine Mastercard’s ambition with the world’s best media talent and technology.”
The partnership will see WPP Media collaborate closely with Ogilvy, Mastercard’s global community management partner, while creative responsibilities remain with McCann, under IPG.
Incoming WPP Group CEO Cindy Rose, who assumes leadership on September 1, described the deal as a transformative moment for the company: “Mastercard is one of the world’s most respected and trusted brands, at the very heart of global commerce. Being chosen as their partner is both an honour and a validation of the AI-powered data solutions we are building to fuel intelligent growth across industries.”
For Mastercard, the shift reflects a broader recalibration of its marketing approach in a data-driven era. “As Mastercard continues to evolve and refine the future of marketing in an AI- and data-driven world, we’re expanding the role of media partnerships to take on a more integrated shape,” a company spokesperson explained. “WPP Media’s global reach and advanced capabilities across paid media, social engagement, and business enablement will help us amplify impact across our marketing ecosystem. This decision reflects a thoughtful, deliberate process, and we remain grateful for the strong partnerships that have brought us this far.”
The win comes at a critical juncture for WPP, which has faced headwinds in 2025. In July, the group revised its full-year financial outlook amid tougher trading conditions and slower new business momentum. The company has also experienced shifts in its client roster, with Coca-Cola moving its North American media to IPG and Mars awarding its global media to Publicis Groupe. However, WPP has bolstered its portfolio with fresh assignments from Heineken, L’Oréal, Generali, and Levi’s.
Against this backdrop, Mastercard’s appointment delivers a global endorsement of WPP Media’s fresh positioning and underscores its ambition to lead the next chapter of media transformation. With AI and data intelligence at its core, the deal cements WPP Media as a formidable challenger in an industry undergoing rapid reinvention.
