Surekha Ragavan
Sep 19, 2019

'I’ve moved money—a lot of it—from traditional advertising to experiences': Mastercard CMO

"Advertising is dead. Advertising is all about storytelling—so I say storytelling is dead. The future is storymaking," says Raja Rajamannar.

Company replicated Tanzania's iconic restaurant, The Rock, in New York City.

We live in a bleak reality where consumers are fatigued from the constant reminders of opportunities to purchase.

To circumvent this, Raja Rajamannar, global chief marketing and communications officer with Mastercard, tells Campaign Asia-Pacific that experiences are a way in to connect with consumers who are irritated and fed up with the polluted digital environment.

“People are willing to pay money to be in an ad-free environment, says Rajamannar, who also serves...

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