TracyLocke Wins National Promotion Work for MasterCard

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MasterCard Worldwide has named TracyLocke as its agency of record for U.S. national promotions.

The agency will create a series of integrated concepts for the 2008 summer and holiday seasons. The campaigns are expected to tap into the latest technologies and play off MasterCard’s successful 10-year-old “Priceless” platform targeting affluent consumers.

“The communications message will be leveraged and integrated in all media, and the technologies we are looking at leveraging will make good use of entertainment and experiential formats,” Soche Picard, the client services director on the MasterCard business, said yesterday.

The agency has already begun staffing up to handle the new account.

“We’re still getting a true sense of what the full on work will be throughout this year and beyond so we’ll be bringing in additional staff as well,” said Beth Ann Kaminkow, the president and chief talent officer at TracyLocke.

Estimated billings were not disclosed.

MasterCard had worked with a number of promotional agencies, but with the hiring of TracyLocke has consolidated that work under one agency. TracyLocke’s Wilton, CT, office is handling the business.

“A huge piece of MasterCard’s [marketing] success is making sure it’s not just an ad campaign, but that everything they do from a consumer and B-to-B communications standpoint is within the Priceless format and we will continue to maintain that practice,” Picard said.

MasterCard spent $345.6 million on advertising in 2006 and $201.6 million through September 2007, according to TNS Media Intelligence.

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In an industry littered with competition and product variation, promotional suppliers, event marketers, agencies, and other promotional vendors need to re-evaluate the ways in which they collect data and communicate with potential customers. No longer are recipients tolerating irrelevant marketing materials, via email or any other medium. Sending relevant, targeted offers that they WANT to receive is essential in order to acquire new customers and grow your business.
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TracyLocke Wins National Promotion Work for MasterCard

TracyLocke Wins National Promotion Work for MasterCard

Article Tools

Most Popular Articles

MasterCard Worldwide has named TracyLocke as its agency of record for U.S. national promotions.

The agency will create a series of integrated concepts for the 2008 summer and holiday seasons. The campaigns are expected to tap into the latest technologies and play off MasterCard’s successful 10-year-old “Priceless” platform targeting affluent consumers.

“The communications message will be leveraged and integrated in all media, and the technologies we are looking at leveraging will make good use of entertainment and experiential formats,” Soche Picard, the client services director on the MasterCard business, said yesterday.

The agency has already begun staffing up to handle the new account.

“We’re still getting a true sense of what the full on work will be throughout this year and beyond so we’ll be bringing in additional staff as well,” said Beth Ann Kaminkow, the president and chief talent officer at TracyLocke.

Estimated billings were not disclosed.

MasterCard had worked with a number of promotional agencies, but with the hiring of TracyLocke has consolidated that work under one agency. TracyLocke’s Wilton, CT, office is handling the business.

“A huge piece of MasterCard’s [marketing] success is making sure it’s not just an ad campaign, but that everything they do from a consumer and B-to-B communications standpoint is within the Priceless format and we will continue to maintain that practice,” Picard said.

MasterCard spent $345.6 million on advertising in 2006 and $201.6 million through September 2007, according to TNS Media Intelligence.

<a href="http://promomagazine.com/agencies/" target=new><b>For more coverage on agencies</b></a>


Acceptable Use Policy
blog comments powered by Disqus

Special Report on Email

Get the E-mail Credit You Deserve


Executive summary:
How important is it that your e-mail campaigns get white listed? Well, look at it this way: How important is it that your messages get delivered?
Download the full report

Sponsored By:

Featured Webinar

Know your Customer - Grow your Business with Targeted Email Marketing


In an industry littered with competition and product variation, promotional suppliers, event marketers, agencies, and other promotional vendors need to re-evaluate the ways in which they collect data and communicate with potential customers. No longer are recipients tolerating irrelevant marketing materials, via email or any other medium. Sending relevant, targeted offers that they WANT to receive is essential in order to acquire new customers and grow your business.
Learn more now...

RESOURCES: Helping You Find Solutions

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