Richard O'Leary
Worldwide Account Director at McCann Worldgroup
New York, United States
TitleGlobal Structure
Agency
Campaign Heart of Commerce - MasterCard
Advertiser Mastercard International
Brand MasterCard Corporate
PostedOctober 2006
Product Heart of Commerce Campaign
Business Sector Banking, Finance, Law & Insurance
Story MasterCard Worldwide Corporate Business to Business Campaign

MasterCard is taken for granted. People just expect this little piece of plastic that lives in your wallet to work anywhere in the world 365 days a year, and rightly so. But it’s so much more than just a credit card.

Our task was to communicate to business leaders, financial institutions and merchants around the world the way in which MasterCard Worldwide operates, and how their unique three-tiered business model strategically drives real value for all of MasterCard’s partners, putting it at The Heart of Commerce.

It’s a complex, multifaceted message, so we needed to devise an engaging vehicle to communicate the many benefits. The last thing we wanted were ads that looked ‘Corporate’ and be like the usual wallpaper out there. You know the stuff with people of different nationalities wearing hard hats and carrying laptops in front of high tech buildings all over the world. Smiling.
Media Type Magazine
Market United States
Copywriter
Other
Other
Other
Art Director

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