Financial services

Financial cards and payments in Western Europe

Article • Euromonitor Strategy Briefings, March 2019

A regional overview of financial cards and payments in Western Europe, offering an analysis of leading companies and brands, country snapshots and predictions for the future of the category.

Financial cards and payments in Asia Pacific

Article • Euromonitor Strategy Briefings, November 2017

Provides a regional overview of financial cards and payments in Asia Pacific, offering an analysis of leading companies and brands, country snapshots and predictions for the future of the category.

Mastercard’s risk management playbook for marketing

Article • Brian Carruthers, Event Reports, Festival of marketing, October 2020

Looks at how credit card company Mastercard put in place a risk management function for marketing.

Mastercard’s Rajamannar outlines the skills needed by the next generation of marketers

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2020

Raja Rajamannar, the chief marketing officer of payments company Mastercard, has outlined various requirements that the next generation of marketers will need to fulfil in order to thrive in their roles.

Barclaycard: How creating value beyond price drove results beyond expectation

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

Barclaycard, a banking brand, launched an Entertainment programme in the UK that gave money back on tickets and exclusive presale access to show customers that its price premium was worth paying.

How Mastercard is developing a multi-sensory brand - from sight and sound to taste

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers State of Audio online conference, September 2020

Mastercard, the payments company, is developing a multi-sensory strategy that will help its brand to engage consumers across numerous touchpoints.

Why representation in advertising makes a powerful difference

News • 17/09/2020

Brands need to be aware of the power and impact of featuring members of under-represented communities in their marketing, according to Matt Story, senior director/global innovation marketing at Visa.

How Visa is helping tackle racial injustice with marketing, transparency and powerful conversations

Article • Stephen Whiteside, WARC Exclusive, September 2020

Visa, the payments company, has developed a three-pronged strategy that informs how it is contributing to addressing racial injustice in the US.

Mastercard: Safety & Security in Southeast Asia

Case Study • Manasi Trivedi, Elisa Tsang, WARC Prize for Asian Strategy, Entrant, 2020

Payment technology brand Mastercard used a digital-based campaign to increase its share of card-based transactions in Southeast Asia.

Mastercard: Crib to Crib

Case Study • Judd Labarthe, Elisa Tsang, WARC Prize for Asian Strategy, Entrant, 2020

Payment technology brand Mastercard used an influencer-powered multi-media campaign to engage a wary audience and boost use of its debit card in Indonesia.

Visa Inc. India: Tap to pay with Visa. Just like that.

Case Study • Uchit Gupta, WARC Prize for Asian Strategy, Entrant, 2020

Visa India ran a multi-channel campaign to increase penetration of contactless payments from 0.43% to 1.8% of transactions by educating millennials about the convenience and ease of contactless.

Mastercard: Cash is no more king

Case Study • Suchismita Ganguli, Neerja Goswami, Kanika Saxena, Rajesh Sharma, WARC Prize for Asian Strategy, Entrant, 2020

Financial services brand Mastercard developed an integrated campaign to boost card payments and attract new users in India.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

Mastercard: Start More First Times

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Financial services corporation Mastercard boosted transactions and brand visibility through a content series in the United Arab Emirates.

Mastercard: Priceless Journeys

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Payment card brand Mastercard gave a human face to the promotions game in Saudi Arabia and Egypt to boost awareness and usage.

What's working in financial services

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the financial services category.

Mastercard’s ‘True Name’ supports transgender and non-binary consumers

News • 11/06/2020

Mastercard, the payments company, actively demonstrated its support for the transgender and non-binary communities with the “True Name” initiative, which enables these consumers to put their chosen name on the front of their cards.

Mastercard supports transgender and non-binary communities with “True Name” program

Article • Geoffrey Precourt, WARC Exclusive, June 2020

Mastercard, the payments company, tackled a major painpoint for transgender and non-binary consumers with its True Name initiative.

Mastercard: The Astronomical Sale

Case Study • AME Awards, Gold, 2020

Mastercard, a financial services company, built a unique sale tied to a rare eclipse that was 172 years in the making to increase top-of-mind awareness in the United Arab Emirates.

COVID-19 conversations: Raja Rajamannar, Chief Marketing and Communications Officer of Mastercard

Opinion • Anna Hamill, May 2020

Raja Rajamannar is Chief Marketing and Communications Officer at Mastercard, and a member of the ANA’s Global Leadership Coalition on COVID-19, established in partnership with Cannes Lions and WARC.

Amex looks after its own

News • 05/05/2020

American Express, the credit-card provider, has shifted the focus of its strategy from acquiring customers to “protecting” its existing clientele – and its brand – in the face of COVID-19.

Amex pivots to “protect” customers, brand in face of COVID-19

Article • Stephen Whiteside, WARC Exclusive, May 2020

American Express, the credit-card provider, is focusing on “protecting” its customers and brand during the COVID-19 crisis.

Mastercard: Start More First Times

Case Study • Tahaab Rais, Prabhakar Iyer, WARC Awards, Entrant, Effective Content Strategy, 2020

Financial services corporation Mastercard boosted transactions and brand visibility through a content series in the United Arab Emirates.

Mastercard: Cash is no more king in India

Case Study • Rajesh Sharma, Neerja Goswami, Kanika Saxena, WARC Awards, Silver, Effective Content Strategy, 2020

Financial services brand Mastercard developed an integrated campaign to boost card payments and attract new users in India.

Recession lessons from AmEx’s Small Business Saturday

Opinion • Lucy Aitken, April 2020

There is much to be learned from Small Business Saturday, says WARC’s Lucy Aitken. A 2010 social-first initiative from American Express became an annual event to help out local enterprises in the US and the UK.