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