Denmark – Integrated logistics company Maersk has appointed WPP Media as its new global strategic partner, entrusting the agency to oversee marketing activities across 130 countries from a central hub in Copenhagen.
The move represents a significant step in Maersk’s global marketing strategy, with WPP Media tasked to balance international reach with local market understanding. Maersk’s partnership aims to enhance agility, innovation, and data-driven efficiency in its marketing operations.
Central to the collaboration is WPP’s AI-powered platform, Open, and its Open Media Studio (OMS). Combined with WPP Media’s global network, the technology will provide Maersk with greater visibility and insights, enabling closer control of marketing investments and further optimisation of its worldwide campaigns.
Speaking on the partnership, Rasmus Rudnik Hansen, head of marketing Media Global at Maersk, said, “Managing a global brand at scale requires more than operational excellence – it demands strategic clarity, agility, and a partner who understands the nuances of our ambition. WPP Media’s platform and approach align with Maersk’s vision to position marketing as a driver of commercial growth and transformation. Their ability to balance global consistency with local relevance, while offering transparency and actionable insights, makes them a natural fit for our next chapter.”
“We look forward to building a partnership that not only supports our marketing engine but also accelerates our journey as the Global Integrator,” he added.
Meanwhile, for WPP Media, the agreement marks a key development in the Nordic region and reinforces its position as a partner with strong capabilities in data, technology, and strategic advisory.
Coordinating the partnership from Copenhagen will encompass Maersk’s marketing activities in North America, Latin America, Europe, IMEA, and APAC. It will officially begin this month.
“At WPP Media, we are excited and proud of the new global partnership with Maersk. Our strength lies in combining data insights with innovative digital solutions, which is key to supporting Maersk’s ambitions,” shared Tina Gretlund, CEO of WPP Media’s EssenceMediacom agency brand in Denmark, who will lead the dedicated global team.
She continued, “We are very proud of the trust Maersk has placed in us, and we look forward to helping them realise their global marketing ambitions. They will hold an important place in our Nordic portfolio, where we manage global campaigns and marketing activities with a strong local foundation out of Copenhagen.”
The appointment comes as WPP continues to expand its global network, following recent business wins and extended partnerships with brands including Mastercard, Electronic Arts, and Heineken, where its WPP Open platform has played a central role.
