MasterCard 2009 Annual Report Download - page 24

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Our MasterCard Advisors group serves to help differentiate us from our competitors by providing customers
with a wide range of consulting and information services designed to help them improve the performance of their
payments businesses. Services include strategic consulting and strategy development, information and analytics,
marketing management, and risk and operations management advice. MasterCard Advisors charges our
customers and other clients fees for its professional services or may offer these services as an incentive under
business agreements with certain customers.
Marketing
We manage and promote our brands through brand advertising, promotional and interactive programs and
sponsorship initiatives. Our corporate brand, MasterCard Worldwide, reflects our three-tiered business model as
franchisor, processor and advisor. Our brand is supported by our corporate vision statement—The Heart of
Commerce™, which represents our strategic vision of advancing commerce globally. Our marketing activities
combine advertising, sponsorships, promotions, customer marketing, interactive media and public relations as
part of an integrated program designed to increase consumer awareness of MasterCard and usage of MasterCard
cards. We also seek to tailor our global marketing messages by customizing them in individual countries, while
maintaining a common global theme. Our initiatives are designed to build the value of the MasterCard brand and
drive shareholder value.
Our advertising plays an important role in building brand visibility, usage and loyalty among cardholders
globally. Our award-winning “Priceless®” advertising campaign has run in 51 languages in 110 countries. The
“Priceless” campaign promotes MasterCard acceptance and usage benefits that permit cardholders to pay for
what they need, when they need it as well as marketing MasterCard credit, debit, prepaid and commercial
products and solutions. It also provides MasterCard with a consistent, recognizable message that supports our
brand positioning. We continue to support our brand by utilizing digital channels to allow us to engage more
directly with our stakeholders and allow consumers and customers to engage directly in brand programs,
promotions and merchant offers, as well as provide relevant information on MasterCard products, services and
tools. MasterCard has also introduced global and regional specific smart phone applications that provide
consumers with on-the-go utility. MasterCard intends to continue to use digital channels to develop preference
and usage with consumers and more effectively partner with customers and merchants to help them drive their
respective businesses.
We also seek to deliver value to our customers through sponsorship of a variety of sporting and
entertainment properties. Our presence in sports aligns with consumer segments important to MasterCard and our
customers. Our worldwide partnerships in golf and rugby with the PGA TOUR, PGA European Tour, 2010
Ryder Cup and Rugby World Cup 2011 are intended to help create business building opportunities among a more
affluent demographic. We have a long-standing relationship with international soccer and have continued this
relationship by sponsoring premiere events, including the Union of European Football Associations Champions
League in Europe, as well as two leading Argentinean club teams. MasterCard is also the exclusive payments
sponsor to Major League Baseball and a number of its professional teams. We also sponsor individual teams in
the National Football League and National Hockey League, as well as a leading cricket team in the Indian
Premier League. In addition to our sports portfolio, we align ourselves with diverse properties aimed at multiple
target audiences, including a fashion platform in our Asia Pacific region, with the intention of raising our brand
awareness with affluent consumers. We also target a broad audience by providing access to music artists and live
performances through well-known entertainment properties such as The GRAMMY Awards, Jazz at Lincoln
Center in New York, the Brit Awards and a partnership with Cirque du Soleil in Russia.
Acceptance Initiatives
Overview. We estimate that, as of December 31, 2009, cards carrying the MasterCard brand were accepted
at 29.9 million acceptance locations, including 1.7 million ATMs and 0.6 million other locations where cash may
be obtained. Information on ATM and manual cash access locations is reported by our customers and is partly
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