Mastercard: Empowering every business

Mastercard, a financial services corporation, launched a campaign in the Middle East to identify two influential SMEs or networks, rollout two new SME products, generate two new leads and build awareness.

Identification of Issues & Objectives

Small and medium enterprises (SMEs) have a significant impact on employment, growth and GDP, with the potential to make a genuine difference in terms of equality, inclusion and community wellbeing.

Mastercard's work in the Middle East SME space wasn't very visible with many stakeholders unaware of the company's SME credentials. The Mastercard MEA comms and the Weber Shandwick MENAT teams' overarching objective was to build a strong thought leadership campaign that would position the brand as a leader in this space.

The campaign was developed based on a set of specific business and communications objectives:...

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