Mastercard on how it plans to make marketing a revenue generator

The budget shift has slowly happened over the past three years as Rajamannar looked at how and where MasterCard spent its marketing money. He found that too much was going into “warm, fuzzy” advertising that built the brand but not the business.
“We need the brand to strengthen as the card is used,” he explained to a packed audience at a ‘Wake up with The Economist’ event at the Cannes Lions festival in France last month.
And so MasterCard began testing a new