MasterCard Launches BTB Campaign

Share this article:

MasterCard Worldwide Sept. 25 announced a new business-to-business advertising campaign that will launch in  business-to-business publications worldwide in October.

The campaign was created to support MasterCard's new corporate identity and tagline, "The Heart of Commerce." The company's new corporate positioning seeks to demonstrate MasterCard's globally integrated structure and strategic vision to advance commerce worldwide.

The campaign targets customers, acquirers, issuers and merchants. It currently consists of five ads that all have the same central theme: MasterCard is "a piece of plastic that lives in your wallet." Once that connection is established, the plastic stretches into illustrations of the strategic capabilities MasterCard Worldwide, Purchase, NY, offers and depicts how MasterCard makes commerce more advanced, secure, intelligent and valuable to cardholders, customers and merchants.

The campaign will launch in the U.S., U.K., Europe, Asia and Australia. MasterCard will continue to roll it out to additional markets in early 2007. In addition to BTB publications, during the initial launch the ads will also be published in publications with a broader based readership such as The Financial Times and The Wall Street Journal.

Creative for the campaign was handled by McCann Erickson New York.

Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.