MasterCard's untraditional take on sponsorship

This event report outlines how MasterCard, the payments group, has developed a unique approach to maximising the impact of its sponsorship programs.

MasterCard's untraditional take on sponsorship

Geoffrey PrecourtWarc

At times, MasterCard's "Priceless" seems endless.

Since 1997, the brand has expanded and enhanced its program, most recently with a "Priceless Engine" and a delineation of four "Priceless" subsets, in the form of "Cities", "Causes", "Surprises" and "Specials".

As evidence of the series' perpetual freshness, the campaign's evolution is regularly in the content spotlight when marketing thought leaders assemble.

So it seemed fitting and proper when Raja Rajamannar, MasterCard's Chief Marketing and Communications Officer, stood before delegates at the Association of National...

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