Trio invited to pitch for Europay push

Publicis, McCann-Erickson and Leo Burnett have been asked to pitch for a possible campaign to harmonise the Mastercard, Mondex and Maestro financial brands across Europe.

Publicis, McCann-Erickson and Leo Burnett have been asked to pitch

for a possible campaign to harmonise the Mastercard, Mondex and Maestro

financial brands across Europe.



Europay International, the franchise holder for these brands on much of

the Continent, has called the pitch in preparation for Mastercard’s

sponsorship of next year’s World Cup football championships. The event,

which takes place in France, will be screened across Europe, but

Mastercard is still a little known brand in many of the countries it

will reach.



No budget has been set for creating an ’architecture’ for the three

brands, which are often eclipsed in each country by the bank that takes

up their services.



Mastercard is a payment system which uses its own brand name for credit

cards in the UK; Mondex is a combined debit, credit and charge card;

while Maestro is an international debit card.



The project to raise awareness of these brands is being masterminded by

Europay’s Brussels-based manager of brand policy and marketing, Mark

Dumortier. All three agencies have been briefed, and interim

presentations are scheduled for 29 July.



A final round of pitches is scheduled for mid-August. However, agencies

are in some doubt as to how much impact the project will ultimately

have.



This is because most adspend devoted to the various cards comes from the

banks - effectively franchisees of Europay - and they would have to be

persuaded to divert cash from their own credit cards to promote

Europay’s brands.



The pitches are unlikely to affect Mastercard’s domestic account, held

by Publicis.



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