Carat | Agency Profile, Contacts, AOR, Client Relationships
|Main Telephone||(415) 541-2700|
|Main Fax||(415) 227-2138|
|Adam S.||Senior Vice President & Managing Director||CA|
Sample of Associated Brands
|Tavo C.||Senior Vice President & Group Director||CA|
|Tia S.||Vice President & Director, Strategy & Innovation||CA|
|Michael M.||Vice President & Director, Communication Planning||CA|
|Steve G.||Director, Planning||CA|
|****** ****** *****, ***.||media buying & planning||2011||present||*|
|********** ******||media buying & planning||2011||present||*|
|********** ****, ***.||creative, media buying & planning||unknown||present||*******|
|*** ******, ***.||media buying & planning||unknown||present||*******|
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Digital, TV Opps: Mastercard launches new digital brand campaign, looks to reposition as lifestyle brand
Subject: digital, social media, TV, experiential, social media
Opportunity: After consolidating social media and digital work with here), Mastercard is releasing a new campaign from the agency. The campaign introduces a "parallel brand identity" for Mastercard's proprietary digital payment system, Masterpass. The campaign will run across TV and digital spots on platforms and sites such as ESPN, CBS, LinkedIn, Billboard and The New Yorker.
In an interview with Campaign, CMO Raja Rajamannar clarified that Masterpass is the company's digital brand. It and Mastercard will be the two "master" brands with an identical look and feel. For the time being, the two are separate brands, but Rajamannar can see a point down the road where Masterpass (the digital brand) will be the company's dominant brand.
In order to raise brand awareness, the company is initially focusing on easier targets, such as tech-friendly individuals. The campaign is largely an educational effort on the part of Masterpass, which is attempting to position Masterpass as a verb, rather than a noun or a name - to convey the experience of using the service. Mastercard is engaging in a lot of co-marketing to tout the brand, including main banks such as CitiBank and Capital One; merchants such as the MTS [NYC's subway authority] and Cheesecake Factory; and other brands such as MLB, Fandango, Broadway.com.
Masterpass' new brand identity follows the introduction of a new logo and brand identity for Mastercard last summer. It also comes months after Mel Clements joined the company as VP of global digital marketing, leading global B2C digital, social, mobile and content strategies.
All of these efforts are part of the larger plan to make Mastercard an experiential brand, as opposed to a payment brand. Included in this is the continued evolution of the "Priceless" tagline/brand positioning, which was first created by McCann in 1997. Specifically, he said that Mastercard used to have 168 different marketing platforms. These have stopped and given way to just four: Priceless Cities, Priceless Surprises, Priceless Causes and Priceless Specials.
Carat has handled Mastercard’s media buying and planning since Feb. 2014, so that relationship is coming up on the average tenure (2.5-to-3 years). Sellers - keep in mind that Rajamannar said he expects digital spend to “significantly” outpace traditional media spend at the company in the years to come. Earlier this year, he told Ad Exchanger: “We’re a digital product, so changes in the digital space have a profound impact on our product itself. On the other hand, we also use the opportunity of the highly connected consumer as a marketing opportunity. Today, the purchase funnel is completely reversed. It's not linear at all.” Therefore, the role of TV - both digital video and TV - will become complementary to digital spend.
Media Spend: For 2015, Kantar Media reports that Mastercard spent $73.4 million on measured media. Majority of this - 82.3% - was allocated to broadcast ads. The remainder went mostly to print, digital and radio.
Digital Breakdown: newyorker.com (Condé Nast).
Mastercard has also spent $1.5 million on online video ads in 2016 (62.9 million impressions) - almost all of which have run since August. As with desktop ads, majority of videos have been placed site direct (96%). Top destinations are similar to desktop destinations, including Yahoo Homepage (yahoo.com).
An additional $587,000 has been spent on mobile/tablet ads (97.2 million impressions).
2000 Purchase St.
Purchase, NY 10577
Chief Marketing & Communications Officer
Vice President & Senior Business Leader - Global Digital Marketing
(914) 249-5826 (direct)
Assistant: Jennifer - (914) 249-5325
firstname.lastname@example.org (haven't gotten 100% confirmation yet)