Developing a Global Advertising Campaign?

Debra Coughlin

In 1997 MasterCard decided that the quality of its work was inconsistent and that its message was fragmented.

Developing A Global Advertising Campaign? Priceless

Why MasterCard advertising connects with consumers around the world

Debra CoughlinMasterCard International

Just a few years ago, MasterCard was considered a brand without a focused advertising strategy. The new ‘Priceless’ advertising has changed all that. Dramatically.

STEPPING BACK

When MasterCard put its advertising account into review in March 1997, our clear overriding priority was to select an agency partner that would help us develop a long-term positioning that truly connected with consumers. High on my own wish list, as the new head of MasterCard’s global advertising team, was the hope that the agency...

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