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Financial cards and payments in Asia Pacific

Article • Euromonitor Strategy Briefings, February 2021

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.

Trust, technology and winning every interaction: A new paradigm

Opinion • Anna Hamill, February 2021

Raja Rajamannar, Chief Marketing Officer of Mastercard and author of the new book ‘Quantum Marketing’, speaks to WARC’s Anna Hamill about how technology can drive marketing forward, purpose and trust as key brand differentiators, and why risk management is a crucial marketing function.

Mastercard’s four trends that will frame 2021

Article • Brian Carruthers, Event Reports, CES 2021, January 2021

The Harris Poll, the research firm, teamed up with payments brand Mastercard to look at what the post-pandemic future might hold for digital commerce and the payments category in the US.

Policis: Illegal Online Lending – gateway to mass market financial crime

Research Paper • MRS Awards Papers, Finalist, MRS Award for Public Policy/Social Research, 2020

Policis, a publisher, integrated a range of data sources to build a picture of illegal lending and financial crime in Japan and the US.

Visa: Consumer payments landscape – delivering a single source of truth

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Visa, a financial services corporation, developed a single database to be used by all principle stakeholders in the complex payments market in the UK.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 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.

Buy now, pay later – the financial product of choice for the young?

Article • Brian Carruthers, Event Reports, MoneyFest, October 2020

The likes of Klarna, Affirm and Afterpay are growing rapidly – evidence of the popularity of the ‘buy now, pay later’ (BNPL) model with consumers.

Akbank: Axess – OK, Google. I'm Feeling Lucky.

Case Study • MMA Smarties, Bronze, X (Global), 2020

Akbank, a banking brand, creatively used Google Search ads to sell Axess credit cards, increase its customer base and strengthen its total share in Turkey.

Mastercard: Start More First Times

Case Study • Tahaab Rais, WARC Media Awards, Entrant, Best Use of Data, 2020

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

Barclaycard: Creating value beyond price

Case Study • Paul Phillips, Robert Beevers, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

British credit card Barclaycard ran a multichannel campaign targeting the spending behaviours of two key segments to drive growth by gaining customers and increasing usage.

Mastercard: Team Cashless India

Case Study • SABRE Awards, Gold, South Asia, 2020

Mastercard, a financial services company, encouraged a cashless society in India by launching Team Cashless India, an integrated campaign that saw consumers nominate their favourite merchants whom Mastercard then helped create a digital payments infrastructure.

Mastercard: Sonic Melody

Case Study • ARF Ogilvy Awards (US), Bronze, 2020

Mastercard, a financial-services corporation, launched its sonic melody worldwide and improved brand recall and customer experience.

Why Mastercard has a marketing risk management function

News • 05 November 2020

The pandemic and lockdowns caught brands and businesses unprepared, but as the experience of Mastercard shows, a specific risk management function within marketing helped it respond more quickly and effectively to the situation as it developed around

Mastercard: An Invitation to Approach

Case Study • SABRE Awards, LATAM, Practice Area, Gold, 2020

Mastercard, a financial services company, utilised its partnership with CONMEBOL America's Cup Brazil to distribute match tickets to opinion leaders and launch exclusive interviews to increase awareness of its contactless payments in stadiums.

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 • IPA (UK), 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.

Mastercard sees benefits from sonic branding

News • 05 October 2020

Mastercard, the payments company, believes that effective sonic branding can help enhance brand attributes such as differentiation, image, identity and emotional connectivity with consumers.

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 • 16 September 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.

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.

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

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

Financial service company Visa 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 in India.

Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Holistic segmentation

Article • Clive Brand and Sue Jarvis, Admap Magazine, June 1998

Argues that traditional segmentation methods are too rigid and narrow for today's more individualistic markets.
Carat's ten trends for 2020: The year of all-conquering ecosystems

Article • Dan Calladine, WARC Exclusive, January 2020

Ten consumer, media and technology trends – and their implications for brands – for 2020, the year in which the marketplace is set to converge around the global tech-giant ecosystems.