The evolution of 'Priceless': MasterCard's journey
Stephanie HolzhuberWarc
When MasterCard was looking at growing into a consumer lifestyle brand, it faced a defining challenge. As a B2B brand, MasterCard's primary customers are banks. How did it empower its own clients and partners to embrace its new direction?
The brand's iconic 'Priceless' campaign, more than 16 years old, also needed to evolve with the new direction.
A common misconception about MasterCard is that the company directly communicates with consumers, said Dominic Koh, Head of Digital and Social Marketing at MasterCard Asia-Pacific, in his keynote at the APPIES in Singapore....