Mastercard Shifts Interactive Media to GSM&M

NEW YORK — MasterCard has shifted its interactive media planning and buying to GSD&M in Austin, Texas, without a review, the client confirmed Friday. It was previously handled for two years by Avenue A in Seattle.

Sources estimated that the interactive account means an additional $4-5 million in billings for GSD&M, which has handled MasterCard’s TV, magazine, newspaper, radio and outdoor media planning and buying since 1995.

“Basically, it was for consolidation purposes,” a client representative said. “Since [GSD&M] was doing traditional media, it made sense for them to take over interactive. It’s not that Avenue A was doing anything substandard.”

Two weeks ago, the financial services giant named Integer Group in New York as its promotions agency to replace Ryan Partnership in Westport, Conn.

Meanwhile, MasterCard’s interactive creative review is still underway, sources said. Morgan Anderson Consulting in New York is managing the process. MasterCard currently uses a number of interactive vendors for online branding, membership efforts, content development, CRM, promotions and business intelligence, according to sources.

McCann-Erickson in New York handles MasterCard’s main ad account and is responsible for the “Priceless” campaign. The Purchase, N.Y.-based company spent nearly $200 million in measured media in 2001, according to CMR.