Mastercard has appointed WPP Media as its global media partner and enlisted Ogilvy to engage online communities. This shift ends a long-standing relationship with Dentsu's Carat. Mastercard's media spending was estimated at $180 million last year. This move presents a significant win for WPP Media, which has been facing challenges such as losing major clients. WPP Media's focus on artificial intelligence and their new marketing model, Open Intelligence, underpins their strategy to improve media effectiveness and client relationships amid changing market conditions.
Mastercard is shaking up its agency roster, appointing WPP Media as global media partner while engaging Ogilvy to build online communities, marking a significant shift.
WPP Media aims to deliver an integrated offer, leveraging investments in artificial intelligence, showcased through their new marketing model Open Intelligence for predicting audience behavior.
The appointment is a much-needed win for WPP Media amid challenges, with client losses impacting their performance earlier this year, including Coca-Cola and Mars.
After the rebranding from GroupM, this landmark win for WPP Media demonstrates their focus on innovation and AI integration to attract major clients like Mastercard.
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