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Creative Innovation, Episode 3, full interview: Raja Rajamannar, Mastercard CMO

Mastercard's CMO, Raja Rajamannar, wants to give consumers the chance to become part of the narrative themselves. Here's why.

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.