Mastercard’s global chief marketing and communications officer, Raja Rajamannar, says the brand has shifted its Operandus Modi from storytelling to story-making in a bid to resonate with consumers.
Rajamannar does this in a number of ways, aided by an evolved technology ecosystem, with various channels and platforms through which to reach people, namely:
By understanding what matters most to consumers; positioning the brand so it aligns with what consumers are passionate about; integrating every part of the business around connecting with consumers, and building a platform that translates the brand into personal experiences.
This interview is part of the Creative Innovation series, run in partnership with Cannes Lions.
