Mastercard has appointed WPP Media as its new global media agency, taking charge of media strategy, planning, and buying across more than 70 international markets.

The move brings an end to the company’s decade-long relationship with Dentsu’s Carat, which had handled the account since 2014.

The appointment follows a competitive review of Mastercard’s media operations. WPP Media emerged as the preferred partner due to its expansive global reach, deep investment in artificial intelligence and data-driven tools, and its integrated approach to paid media, social engagement, and business enablement. The partnership signals Mastercard’s intent to evolve its marketing ecosystem for greater efficiency, sharper targeting, and more measurable outcomes.

At the same time, Ogilvy has been selected as Mastercard’s global community management partner. Its remit includes building and managing online communities in priority markets, helping the brand nurture closer engagement with consumers worldwide.

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Industry observers note that Mastercard’s decision reflects a broader shift in how multinational corporations approach media partnerships. Rather than focusing solely on traditional media planning and buying, Mastercard is expanding its media framework to support wider business goals in an era defined by AI, data, and customer-centric engagement. This approach tightly connects Mastercard’s marketing investments to measurable growth and long-term consumer trust.

According to COMvergence estimates, Mastercard spent around US$180 million globally on media in 2024, underscoring the scale of the opportunity for WPP Media. The win is seen as one of the most significant for WPP in recent years, giving it control of one of the world’s most respected and widely recognised brands.

For Nigeria and other African markets, the appointment has meaningful implications. Mastercard has been steadily expanding its presence on the continent, supporting financial inclusion, digital payments, and SME growth through innovative solutions. With WPP Media’s renewed mandate, Nigerian consumers and businesses can expect to see more impactful campaigns, sharper digital engagement, and initiatives better tailored to local contexts.

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The timing of the shift is also significant for WPP. The company is preparing for a leadership transition at the global level, with Microsoft executive Cindy Rose set to assume the role of global CEO on 1 September. She will replace Mark Read, who is stepping down after seven years, and will lead WPP into its next phase of transformation, splitting her time between London and New York.

For Mastercard, the strategic shift is more than a media realignment; it represents a blueprint for how global brands must operate in a data-first era. By combining world-class media talent with cutting-edge technology, the company is positioning itself not only to strengthen global impact but also to deliver more relevant, engaging, and locally resonant experiences in markets like Nigeria, where digital adoption continues to accelerate.