How MasterCard keeps "Priceless" timeless

This event report shows how MasterCard, the payments company, has put engaging experiences at the heart of its branding efforts.

How MasterCard keeps "Priceless" timeless

Stephen WhitesideWarc

For millennials, experiences rapidly have become a powerful form of cultural currency.

MasterCard, the financial-services company, spotted this trend sooner than most, with its long-running "Priceless" campaign explicitly focusing on the time people spend pursuing their passions, from sports to music and fashion. That emphasis has endured from the first TV ad in 1997 to the introduction of "Priceless Cities" in mid-2011 and "Priceless Surprises" in January 2014.

The idea that experiences "matter more than things" represents a "real human truth", according to Ben Jankowski, MasterCard's group head/global media. And...

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