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:...