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MasterCard: Leveraging Media to Connect to Consumers

March 31, 2014

Executive Summary

A key tenet in any investment today is moving beyond simply reaching people and instead focusing on engaging the audience. MasterCard is driving deeper consumer engagement through its iconic “Priceless” campaign, which has shifted from using media for awareness to inciting action and adding value. The company shared some powerful examples of how it built a media framework that ensured relevance and consistency, and how it measured the success of its investment.

View video below.



Source

“MasterCard: Leveraging Media to Connect to Consumers.” Ben Jankowski, Group Head of Global Media at MasterCard Worldwide. Media Leadership Conference, 3/31/14.

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