When a mega brand like MasterCard makes a huge shift in its brand image and marketing, it’s worth hearing from the top marketer about why and how.
MasterCard is transforming from a payments company to a lifestyle brand. Raja Rajamannar, the firm’s global chief marketing officer, talks with Digiday and describes the wide strategy to get there.
As part of the plan, the company launched a newsroom in 2013 to push out plenty of snackable content. He discusses how the “Priceless” campaign is now laser focused on connecting with customers across nine lifestyle passion points like travel and shopping. MasterCard is experimenting with wearables searching for great in-house talent and comparing the benefits of video over TV spots.
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