- Presented by Salesforce

Inside Mastercard's Digital Experiences, LGBTQ+ Work, and Adventures in Sonic Branding

CMO Raja Rajamannar on managing a number of global crises at once

Great marketing is about creating moments that matter to your customers. Moments that increase engagement, spark a conversation, and build a lasting relationship. Moments that reach them personally, whoever they are, wherever they go. Salesforce gives creators the tools to understand who their customers really are. Get started now.

It's not a time to sell; it's a time to serve. That's been Raja Rajamannar's core philosophy since the Covid-19 health crisis upended life around the globe, spawning concurrent economic and confidence crises, with massive social upheaval on top of that. In this week's episode of On Brand, we speak with Mastercard's global CMO about how the company is engaging consumers on an empathetic level at this time, including pivoting its crucial experiential work to digital, as well as its support of the LGBTQ community and its belief in sonic branding as a game changer.

Timestamps:

1:30 - How WFH is going for Raja and his team.
2:24 - How Covid-19 has changed Mastercard and its marketing.
6:47 - Inside Mastercard's pivot to digital experiences, and how to do them well.
9:49 - A look at the True Name card for trans people, and Mastercard's support of the LGBTQ community.
14:15 - Mastercard's adventures in sonic branding.
20:19 - A look back at the brand's "Astronomical Sales" campaign from Dubai.
23:29 - What the next six months look like for Mastercard.


Every Thursday at 4 p.m., Clio president Nicole Purcell and I chat with top brand marketers—most of whom are still working from home—about the value of creativity, what they want from their agency and solution partners, how they're shepherding their brands through Covid and beyond, and more. See all the On Brand episodes here.

If you're a brand marketer who'd like to take part in the series, please get in touch.

Brand Text
Salesforce
Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

Advertise With Us

Featured Clio Award Winner

Museletter

SUBSCRIBE

The best in creativity delivered to your inbox every morning.

ADVERTISING