Why Mastercard Is Adding a Charitable Aspect to Its Long-Running 'Priceless' Campaign

Working with McCann to expand 20-year-old campaign

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Mastercard has added a new wrinkle to its famed Priceless campaign, which has already spanned two decades. The company worked with its creative agency, McCann, for the last year to develop the addition to the campaign. Called “Start Something Priceless,” the new effort is meant to inspire people to do something they have always wanted to do—read more, exercise regularly—while also inspiring them to make a difference.

“Priceless used to be about Priceless moments, observing them and celebrating them,” explained Raja Rajamannar, chief marketing and communications officer at Mastercard. “What

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in