Carat Is the Big Winner in MasterCard’s Global Media Review

Wins all but Latin America, which stays at UM

Carat has won most of MasterCard’s global media business, with the exception of Latin America, which will remain at UM, sources said.

Global media spending is estimated at $200 million, including $105 million in the U.S. alone.

Sources identified the other review contenders as Omnicom's PHD; Publicis Groupe’s MediaVest; a team from WPP Group’s GroupM that was led by Mediacom; and the incumbent, Interpublic Group's UM.

MasterCard launched the review in November a few months after the company installed Raja Rajamannar as its new chief marketing officer. Rajamannar previously was an evp and chief transformation officer at WellPoint.

Not in play were lead creative responsibilities, which remain at McCann XBC, a unit of McCann Erickson that’s led by Joyce King Thomas. 

Executives at the Purchase, N.Y.-based MasterCard could not immediately be reached but sources said that the company had notified the finalists of the outcome.