MASTERCARD GLOBAL

RAJA RAJAMANNAR

Chief marketing officer

As American Express and Citibank look to expand and scale their U.S. music strategies to the international sector in 2014, they’ll have to play catch-up with MasterCard, which established a firm footprint in the international music industry in 2013. MasterCard expanded its longtime sponsorship of the United Kingdom’s BRIT Awards by creating a Priceless Duet programs that enabled the No. 1 fan of three best new artist nominees to re-create their favorite singer’s music video—with surprise appearances from the acts themselves. (Rita Ora, Conor Maynard and Delilah were featured.) It also established naming rights with the MasterCard Center in Beijing and Arena Ciudad in Mexico City, expanded a global events series called Priceless Cities in more than 100 countries and inked powerful deals with Justin Timberlake and Beyoncé on their respective global tours. “As we looked at evolving our role within the music segment in 2013, we knew that one of the best ways to build credibility would be to align with current relevant artists,” says Raja Rajamannar, who was appointed MasterCard’s new global chief marketing officer in September following the retirement of predecessor Alfredo Gangotena. “In turn, we leverage the power of the artist to drive a consumer connection, build brand affinity and engagement.” Look for more integrated deals in 2014 as MasterCard deepens its ties to the music industry. “You’ll see us deliver exclusive access to co-created content and premiere events that will connect people with their passions and bring them unique Priceless experiences.” —Andrew Hampp

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