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:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.