FINANCIAL SERVICES
The Results
Long-term, Award-winning Brand Stewardship
Over a 4-year period, from 2006 to 2010, as the lead strategist for Mastercard at McCann, we achieved significant success in guiding the brand through challenging times. Under our stewardship, Mastercard not only weathered the 2008 financial crisis but also thrived amidst a simultaneously evolving media landscape, earning numerous awards and establishing new global brand standards.
In 2008 alone, when the market was at its most challenging, the campaign garnered 30 awards for creativity and effectiveness, including:
- 8 awards for innovative digital work, nationally and globally
- Adweek’s Best Spot of the Month 4 out of the 12 times that year.
- Two Cannes Shortlist nominations for Innovative Digital Engagement in media and promotions
These accolades underscore our stewardship’s ability to remain relevant and respected amidst shifting market conditions, particularly within the emerging digital space.
The Challenges
By 2006, at the start of our work, the Mastercard Priceless campaign was a hallmark of marketing success, with widespread recognition and numerous accolades.
However, after more than a decade in the market, the campaign showed signs of fatigue. At the same time, the digital revolution was reshaping marketing trends and Mastercard needed to adapt to maintain its relevance. The Priceless campaign held a unique emotional connection with consumers, setting Mastercard apart from competitors like Visa and Amex. Yet, to sustain its impact, the campaign required fresh energy and enhanced cultural relevance.
Compounding these challenges, the 2008 financial crisis, deeply tied to the credit and debit markets, necessitated a realignment of the brand’s fundamentals to reflect shifting consumer attitudes.
The Strategy
As the strategic lead for Mastercard at McCann, responsibilities included overseeing multiple product lines, managing marketing across the Americas, and directing the U.S. brand’s efforts across six key practices: traditional, direct, digital, sponsorship, PR, and specialized marketing such as Hispanic and sports.
The strategy work relied on a blend of innovative, creative, and collaborative approaches, coupled with Design Thinking methodologies, to continuously enhance the work, the brand, and agency relationships.
Key strategic initiatives included:
- Developing Breakthrough Marketing Plans: Conceived and led the creation of annual marketing plans, collaborating closely with Mastercard’s network of partner agencies.
- Leading Global and Regional Think Tanks: Directed worldwide and regional think tanks focused on brand evolution and innovation.
- Authoring Industry Perspectives: Crafted and presented crucial industry perspectives to the global Mastercard network and its partners, both within and outside the financial sector.
This multi-faceted approach ensured that Mastercard remained a leader in the industry, with a brand that continued to resonate deeply with consumers.