WPP’s GroupM has secured a significant victory, winning Mastercard’s global media account after a competitive pitch process. The win comes at the expense of Carat, the agency from Dentsu, which held the account for over a decade.
With the consolidation, WPP’s media investment arm will manage all of Mastercard’s media buying and planning business worldwide, spanning multiple regions and platforms. The value of the account is believed to be more than US$200 million according to industry sources.
A spokesperson for Mastercard confirmed, “The company regularly reviews agency partnerships to ensure we are meeting business needs and delivering value.” The review process was said to have lasted several months and involved a range of leading global media agencies. In line with current trends, the selection criteria included expertise in data, technology integration, and responsible media investments.
This marks a significant change for Mastercard, which has worked with Carat for international markets for over ten years. Carat commented that it is proud of its legacy in “helping Mastercard deliver meaningful business results and impactful campaigns over the past decade.”
For GroupM, the win consolidates its status as the world’s largest media buying agency, strengthening its relationship with Mastercard—which it already served in the Latin America region.
Analysts say the shift reflects Mastercard’s growing focus on digital transformation and brand accountability in its media investments. Recent years have seen heightened importance placed on integrated data-driven marketing solutions and responsible media investment—areas where GroupM has made substantial investments.
This pitch was one of the largest global media reviews of the year, highlighting the competitive nature and changing landscape of the global media agency market.
Team V.INO-LNK
