Publicis keeps 6m Mastercard

Publicis has hung on to the 6m UK advertising account for the global payment system Mastercard.

According to sources close to the pitch, Mastercard was near to awarding the account to Ammirati Puris Lintas after it pitched against Publicis, EURO RSCG Wnek Gosper and D’Arcy Masius Benton & Bowles last week. It presented the results of the pitch to the member banks on Monday and made its decision known to agencies on that day.

Publicis held both the Mastercard and Access accounts. It launched Mastercard’s first TV branding campaign featuring the “Every language speaks Mastercard” strapline at the end of 1994.

The campaign had funding problems when it became apparent that member banks were in negotiations to sell the Access brand to Mastercard. “The banks did not see why they should pay for a Mastercard ad campaign as well as one for Access.”

Mastercard’s pre- and post- Christmas advertising campaigns were suspended (MW October 20 1995 and MW February 2) while negotiations took place. The Access ad campaigns were axed at the start of 1996.

Publicis produced a fresh advertising campaign for Mastercard in the run-up to Euro 96 featuring a young couple shopping in a “virtual village”. It is likely that Publicis will continue with the “Every language speaks Mastercard” theme.

Mastercard International executive vice-president of global marketing Joe Tripodi told Marketing Week earlier this year that Mastercard needed to build brand awareness. “We are a global organisation and need a stronger awareness in the UK,” he said. He added that Mastercard’s brand proposition will change to focus on preventing credit card fraud.

Mastercard will hold a media review involving incumbent Optimedia, the media independent owned by Publicis.

Mastercard chief quits, page 7

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here