Byravee Iyer
May 8, 2015

MasterCard's CMO on refreshing a 'Priceless' platform

GLOBAL - It’s tempting to take a 17-year-old brand platform and overhaul it, but MasterCard CMO Raja Rajamannar is too smart to mess with a legendary concept, so instead he is evolving the 'Priceless' campaign.

Raja Rajamannar is pushing the 'Priceless' positioning to create financial inclusion

When Rajamannar joined MasterCard a couple of years ago, he realised that although the Priceless positioning was an instant hit and an enduring favourite, the consumer space had evolved radically since it first appeared in 1997.

One of the most important things for a brand like MasterCard is to really understand its role in the value chain, he told Campaign Asia-Pacific. We are an ingredient brand, and while many companies in the...

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