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MasterCard Moves From 'Fuzzy' Marketing To Growing Bottom Line

MasterCard is shifting from traditional above-the-line advertising to focus on real-time promotions as its CMO Raja Rajamannar looks to ensure its marketing builds not just the brand but the business, as well. He had found that too much was going into “warm, fuzzy” advertising that built the brand but not the business.

Read the whole story at Marketing Week »

1 comment about "MasterCard Moves From 'Fuzzy' Marketing To Growing Bottom Line".
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  1. Tony Jarvis from Olympic Media Consultancy, July 12, 2016 at 12:40 p.m.

    The fundamental marketing issue for Mastercard (& Visa) is that they are not truly customer focussed as it is the banks that have the real on-going relationship with the customer.  Surely the occasional relevant promotion or superb event opportunity from the card is not going to change the fundamntal business equation?
    BTW: I have written and even called MC regarding issues, one really serious which invloved both the bank and MC as title sponsors, to no avail!  Mr. Rajamannar (and McCann?) surely have an unenviable task based on the current MC/bank/customer relationships?  Solutions will of course be "Priceless" - still a great campaign!

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