How MasterCard updated 'Priceless' for post-crisis consumers

Geoffrey Precourt

Rarely, a piece of advertising becomes so inextricably tied to brand identity that it becomes indispensible to any kind of image communications, no matter how market conditions might change.

A case in point is MasterCard's 'Priceless' campaign.

"Exactly 17 years ago, we ran one piece of consumer research that probably has been at the root of the success of MasterCard," Alfredo Gangotena, the brand's CMO told the 10th-annual Interactive Advertising Bureau (IAB) MIXX Conference in New York.

Photo: Doug Goodman

After two years of refinement, this initial piece of network creative appeared.