Raja Rajamannar, global chief marketing officer at Mastercard, spent time two years ago creating a risk management arm of marketing. The investment paid off big time when Covid-19 hit.
The “Priceless” tagline and lifestyle campaign has been closely associated with IRL experiences, but Mastercard was able to quickly pivot to “Priceless at Home” thanks to some brilliant brand research done a couple of years ago.
“We spent formally a lot of time figuring out what the purpose of the company would be, how would it manifest into the brand, the brand positioning, the brand values, the brand imagery. All this stuff, we had done quite some time back.”