Mastercard appoints WPP Media as global media agency

Mastercard has appointed WPP Media as its global media agency, responsible for media strategy, planning, and buying across more than 70 international markets.

This marks the end of Mastercard’s 10-year relationship with Carat (part of Dentsu). WPP Media announced the partnership via Instagram. Ogilvy, which is part of WPP, has also been appointed as Mastercard’s international community management partner, tasked with building and managing online communities in key global markets.

AI and Data

In an interview with international trade publication Marketing Interactive, Mastercard stated that its decision in favor of WPP Media was driven by the agency’s global reach, AI- and data-driven capabilities, and its connected approach across paid media, social media, and business opportunities. The goal is to achieve greater impact throughout the entire marketing ecosystem.

$180 Million

Trade publications Ad Age and Adweek, citing estimates from COMvergence, report that Mastercard’s global annual media budget amounts to $180 million, based on 2024 media spending. According to its annual report, Mastercard spent a total of $815 million on marketing and advertising in 2024.

WPP Media had lost major global accounts such as Coca-Cola and Mars (both of which went to Publicis Groupe) last year. In April 2025, WPP Media resigned the PayPal account to free up capacity to pursue another financial services client.

Pitch consultancy R3 was involved in Mastercard’s selection of WPP Media. McCann remains Mastercard’s creative agency.

www.wpp.com

www.mastercard.com

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