Subject Index
 

From 2003-05, MasterCard invested heavily in the UK behind its long-running 'Priceless' campaign. This resulted in an increase in its share of the credit card market from 31% to 39% (in terms of the t ...

MasterCard wanted to raise its profile in Spain, and to increase its levels of affinity among consumers. To do so, it sought to combine its 'Priceless' tagline with the meaning of Christmas by creatin ...

In reply to competition from Visa and American Express, MasterCard and McCann-Erickson advertising agency created the “Priceless” campaign in October 1997. Targeting the “baby-boom” and 20-30 generati ...

How MasterCard used ‘Priceless’ advertising to reposition itself in the UK credit and charge card sector. This paper outlines how MasterCard in the UK stopped being a secondary player in the credit a ...

Mastercard’s “Priceless” campaign was launched in January 1998. The objective was to reduce the competitive advantage “Visa” held over Mastercard. To create trust and confidence in the brand, Masterca ...

Editor’s interview with Jeremy Nicholds, chief sales and marketing officer for MasterCard Europe. Discusses: how the card market is changing, impact of new technology (e.g. chip and pin), development ...

The challenge for MasterCard was to represent a differentiated offer to consumers, encouraging them to use their MasterCard rather than any other of their plastic options. Via the Priceless campaign, ...

In 1997 MasterCard lacked a distinct brand image and was in need of a total repositioning. At the time it was using 15 different advertising agencies around the world and there was no consistent messa ...

Customer Relationship Management is designed to build lasting customer relationships that lead to increased sales and profits. But how do you measure customer loyalty? In 1999, MasterCard Internationa ...

The advertising objectives were to build brand awareness and deliver improvements among potential and existing users.

In 1997 MasterCard decided that the quality of its work was inconsistent and that its message was fragmented. It wanted to develop a long term positioning to connect with consumers around the world. T ...

MasterCard is not a credit card at all, it’s an electronic payment system that guarantees your affiliated branded credit card will be accepted around the world. However, consumers were more aware of r ...

MasterCard sought a UK agency in summer 1994 because of its perception that its brand standing was significantly behind that of Visa. The brief was to tackle the UK market, though the campaign should ...