MasterCard: a global-local campaign in any language

Penny Fearnley

MasterCard sought a UK agency in summer 1994 because of its perception that its brand standing was significantly behind that of Visa.
Agency: PublicisAuthor: Penny Fearnley

MasterCard: a global-local campaign in any language

 

THE MARKET CONTEXT

MasterCard is, along with Visa, one of the two major international credit card payment systems - a money transmission system that allows local credit cards to be accepted internationally. Both payment systems are based in the US and compete strongly across the globe: there are 238.9 million MasterCards in existence, and 391 million Visa cards. MasterCard has 12.7 million merchant locations (outlets accepting MasterCard) worldwide, distributed over more than 200 countries.

Because MasterCard and Visa are payment systems rather than card...

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