Mastering Multiple Moments | Adweek
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Mastering Multiple Moments

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NEW YORK -- MasterCard International is active on the marketing front as it conducts two separate agency reviews, as well as a compensation audit of lead agency McCann-Erickson.

Two concurrent reviews-one for the client's promotional business and the other for interactive work-are under way.

Morgan Anderson Consulting in New York is overseeing all three initiatives for the Purchase, N.Y.-based client. Executives at Morgan Anderson referred calls to MasterCard.

Last week, the New York-based consultancy issued RFPs for the interactive review to more than three dozen potential candidates. Currently, various interactive shops build and maintain the MasterCard.com Web site, and this process may result in additional, not fewer interactive shops on its roster, a source said. A decision is expected in April.

As for the promotional review, the search has been narrowed to three undisclosed shops, a source said. The incumbent, The Ryan Partnership in Westport, Conn., declined to participate. A decision is expected in March.

McCann does not handle any interactive or promotions work for MasterCard and is not involved in those reviews, a source said.

Separately, Morgan Anderson is helping MasterCard conduct a global audit of the budget handled by McCann, which has the general advertising account.

Berenice Wolpin, client vp of brand building, mentioned the audit during a presentation at the ANA Agency Management Forum last month. She could not be reached, but a MasterCard representative said the audit "is just to make sure that we are spending the appropriate amount in regions that we use McCann in."

He stressed that the audit and the two reviews are completely unrelated.

"It has nothing to do with performance," he said of the audit. "The 'Priceless' campaign [created by McCann] is successful in 80 countries and 40 languages."

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