MasterCard 2011 Annual Report Download - page 20

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MasterCard Advisors
MasterCard Advisors is our global professional services group which provides proprietary analysis, data-
driven consulting and marketing services solutions and is focused exclusively on the payments industry. It
differentiates us from our competitors by transforming data we collect into actionable insights for our customers
and other clients. We provide services based on this data through three business lines: Information Services,
Consulting Services, and Managed Services.
Information Services provides a suite of data analytics and products (including reports, benchmarks, models
and forecasts) to a diversified customer base, enabling them to make better business decisions. Consulting
Services combines professional problem-solving skills with payments expertise to provide solutions that address
the challenges and opportunities of customers with respect to their payments business, and help to maximize the
value of that business. Managed Services provides executional and turnkey solutions via data-driven acquisition
of accounts, activation of portfolios, conversion of cards, marketing promotions activities and other customer
management services. MasterCard Advisors charges customers and other clients fees for its professional services,
includes these services to aid in sales of other MasterCard products or may offer these services as incentives
under business agreements with certain customers.
Marketing
We manage and promote our brands through brand advertising, promotions, sponsorships and digital,
mobile and social media initiatives. Our brands support our strategic vision of advancing commerce
globally. Our marketing activities combine advertising, sponsorships, promotions, digital, mobile and social
media, public relations and issuer and merchant engagement as part of an integrated program designed to
increase consumer preference for MasterCard brands and usage of MasterCard products. 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 stockholder value.
Our advertising plays an important role in building brand visibility, usage and overall preference among
cardholders globally. Our award-winning “Priceless®” advertising campaign has run in 53 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 globally consistent, recognizable
message that supports our brand positioning. MasterCard continues to refine its consumer marketing approach,
including by placing greater strategic focus on consumers spending preferences. Priceless Cities™ is a global
program intended to increase preference for the MasterCard brand by offering cardholders special experiences
and offers when they are at home or traveling. MasterCard launched Priceless Cities in 2011 in three initial
cities—New York, London and Toronto.
We continue to support our brand by utilizing digital, mobile and social 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®, MasterCard Easy Savings®, PayPass®Locator, MasterCard MoneySend®,
MCompass, and Budget Pilot that provide consumers with on-the-go utility. MasterCard continues to use digital
and mobile channels and social media to develop preference and usage with consumers and more effectively
partner with customers and merchants to help them drive their respective businesses. For example, we have used
Facebook to run our Debit Priceless Music Promotion which offers concert tickets and other music benefits to
holders of MasterCard debit cards in Australia.
We also seek to deliver value to customers and consumers through the sponsorship of a variety of sporting,
entertainment and charity-related marketing properties. MasterCard has partnerships with Major League
Baseball, the PGA Tour, the Union of European Football Association Champions League, The Grammy Awards,
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