Mastercard forum discusses major trends in new era of consumer engagement

Mastercard recently hosted its first Chief Marketing Officer (CMO) Forum, to explore the impact of digital transformation on brand strategy and consumer engagement. The forum was attended by top executives from various companies including Emirates, Nestlé and McDonald’s.

Hosted by Raja Rajamannar, Chief Marketing and Communications Officer, Mastercard, the panel discussion, titled “I Don’t Want Your Ads”Marketing in an Ad-Blocking World, drew attention to the evolving role of marketing in connecting brands to a new generation of consumer.

(TOP: L-to-R- Balki Radhakrishnan, VP, Asia, Middle East, Africa, Cereal Partners Worldwide at Nestle; Raja Rajamannar, Chief Marketing & Communications Officer, Mastercard, Lara Habib, the session’s moderator and Senior News Editor Al Arabiya News; Bea Cornacchia, SVP Marketing & Communications, Mastercard; Tarek El Kady, Senior Director, Marketing, Foundational Segment – MEA Business Unit, McDonald’s; Samer Alhaider, Senior Manager eCommerce & Mobile / Sales Development, Emirates Airline; and Raghu Malhotra, President, MEA, Mastercard).

During the session, Mastercard, which was recently named among the world’s top companies by Brandwatch for Best-in-Class Customer Experience and Most Pleasing Brand, shared insights on the transformation of its marketing and brand strategy, including the evolution of its globally acclaimed campaigns such as ‘Priceless’.

“The birth of the ‘expectation economy’ has necessitated the need for brands to engage with consumers through experiential marketing. With a booming population of millennials, and a long history of innovative thinking, the Middle East and Africa offers an excellent opportunity for marketers to leverage this trend to their advantage and drive richer brand experiences that wow their consumers and enable them to create and tell their own stories. Forums like these allow the marketing community to explore these evolving consumer behaviors from an industry-wide perspective and share best practices, helping us unlock the next phase of growth for the regional marketing landscape,” said Rajamannar.

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