Brands Should Respond To Crisis With Unique Authenticity: Mastercard’s Rajamannar

When the world is on fire, how can corporate America help citizens douse the flames? In 2020, the nation is living through a virus pandemic and racial tension. Marketers had already been challenged to respond to the former, now they are also contending with the latter. So, how should brands best behave? Using a unique […]

 

Delay the TV Upfronts: Mastercard’s Rajamannar, P&G’s Pritchard, ANA Urge a Transformed Marketplace

Given the current state of the pandemic, the traditional TV UpFronts events have been cancelled or have gone virtual.  Negotiating in this climate has proven challenging to the nation’s marketers as they assess TV ad investment. In an announcement, the ANA demands upfront sales, which were due to be for ads airing between October 2020 […]

 

COVID-19 Changes Everyone’s Context: Mastercard’s Rajamannar

As the sun sets on cookies, many are looking to contextual advertising, the practise of targeting not the audience for content but the content itself, to offer up the best advertising results. In contextual targeting, ad buyers would seek optimal adjacency to various kinds of content. But, to Raja Rajamannar, there is one overriding context […]

 

Mastercard’s Rajamannar On Executive Gender & The Benefits Of Diversity

ORLANDO — For corporate America, “diversity and inclusion” rose up the imperative ranks in 2018 like probably no year previously. But those qualities are not just nice-to-haves or boxes to tick – they also lead to natural uplift in business effectiveness. In this video interview with Beet.TV, Mastercard chief marketing and communications officer Raja Rajamannar […]

 

Forget Storytelling, It’s All About ‘Story Making’: Mastercard’s Raja Rajamannar

ORLANDO – Listening to Mastercard’s Raja Rajamannar, one wonders how marketers juggle the myriad the complexities and challenges that did not exist a mere decade ago. Even if they manage to master technology, brand safety, cause marketing and acquiring suitable talent, consumers don’t want to see their ads. So it’s a bit ironic that brands’ […]