MasterCard 2010 Annual Report Download - page 25

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We enter into business agreements pursuant to which we offer customers financial incentives and other
support benefits to issue and promote our branded cards and other payment programs. Financial incentives may
be based on GDV or other performance-based criteria, such as issuance of new cards, launch of new programs or
execution of marketing initiatives. We believe that our business agreements with customers have contributed to
our volume and revenue growth in recent years. In addition, we have standard licensing arrangements with all of
our customers that permit them to use our trademarks and subject them to the standards governing our payment
programs.
MasterCard Advisors
MasterCard Advisors is our global professional services group which is focused exclusively on the
payments industry. It differentiates us from our competitors by providing our customers and other clients with
services through three business lines: Consulting Services, Information Services, and Managed
Services. Consulting Services delivers professional problem-solving skills with payments expertise to address the
challenges and opportunities of customers with respect to their payments business. Information Services provides
a suite of data analytics and products to a diversified customer base, enabling them to make better business
decisions. Managed Services provides executional and turnkey solutions via data-driven acquisition and
customer management services. MasterCard Advisors charges customers and other clients fees for its
professional services or may offer these services as incentives under business agreements with certain
customers.
Marketing
We manage and promote our brands through brand advertising, promotional and interactive programs and
sponsorship initiatives. Our brand is supported by our corporate vision statement—The Heart of Commerce®,
which represents our strategic vision of advancing commerce globally. Our corporate brand, MasterCard
Worldwide®, is consistent with our role as franchisor, processor and advisor. 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 the MasterCard brand 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 overall card preference
among cardholders globally. Our award-winning “Priceless®” advertising campaign has run in 52 languages in
112 countries worldwide. The “Priceless” campaign promotes MasterCard usage benefits and acceptance 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, including MasterCard’s ATM Hunter®, Priceless Picks®and MasterCard Marketplace
Overwhelming Offers, that provide consumers with on-the-go utility. MasterCard intends to continue to use
digital channels and a variety of social media efforts 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
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