MasterCard is ending its relationship with Omnicom’s GSD&M Idea City, and consolidating its U.S. planning and buying biz with IPG’s Universal McCann. The move unites MasterCard’s creative, media, PR and digital accounts under the IPG umbrella, with McCann Erickson Worldwide handling creative, R/GA digital, Weber Shandwick for PR and Octagon handling sports marketing and partnerships, according to AdAge. UM was already managing MasterCard’s media business outside the U.S.
Said MasterCard in a statement: “[We have] enjoyed a great partnership and success with GSD&M/Idea City for more than 10 years and we are extremely proud of the work we have done together. At this time, we have decided to consolidate our media-planning and -buying responsibilities with our global agency of record, Universal McCann, to create greater efficiencies and consistency around the globe.”
This is the second major consolidation to benefit UM this year. In late April, L’Oreal consolidated its $700 million U.S. buying account with the agency.