Lessons from Mastercard marketing: It’s not easy being global

Geoffrey Precourt and Reed Karaim

Mastercard, the payments company, has tackled various issues that face any brand seeking to adopt a more integrated approach across numerous markets.

Ben Jankowski, Mastercard’s svp/global media, acknowledges he serves two masters.

“The CMO sits there and looks to us for driving engaging experiences,” he told delegates at the Association of National Advertisers’ (ANA) 2018 Digital and Social Media Conference. “The CFO looks at marketing and media to make sure that we spend our money well.”

Ben Jankowski, CMO, Mastercard

To please both bosses, Jankowski in large part relies on three conditions:

  • “We need to be nimble, fast and agile. The market changes so often and you need to have that flexibility.”
  • “We need to be data-focused. We are blessed to have...

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