WPP Media Tina Gretlund and Maersk Rasmus Rudnik HansenMaersk has appointed WPP Media as its new global strategic partner, with responsibility for managing marketing activities across 130 countries, including the Middle East region, from a central hub in Copenhagen.
The partnership is expected to strengthen Maersk’s marketing presence in the Middle East and Africa, with WPP Media supporting brand-building across diverse markets while maintaining consistency at a global level.
A key part of the agreement is WPP’s AI-powered Open platform and its Open Media Studio (OMS), designed to give Maersk greater visibility and actionable insights into its marketing investments. The system will enable the shipping and logistics company to balance global consistency with local market relevance, supporting campaigns in IMEA, APAC, Europe, Latin America and North America.
“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,” said Rasmus Rudnik Hansen, Head of Marketing Media Global at Maersk. “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.”
The appointment represents a major win for its Nordic operations and further strengthens its position as a data- and technology-driven partner for international brands. The global account will be led out of Copenhagen by Tina Gretlund, CEO of WPP Media’s EssenceMediacom in Denmark.
“Our strength lies in combining data insights with innovative digital solutions, which is key to supporting Maersk’s ambitions,” said Gretlund. “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.”
