Mumbai: Mastercard has appointed McCann Worldgroup as its regional agency to maintain and optimise its 25 web properties across Asia Pacific. This includes Singapore, Malaysia, Indonesia, Australia, China, Hong Kong, India, New Zealand, Philippines, Taiwan, Thailand and Vietnam.
The account will be handled by MRM//McCann, working within a fully integrated McCann Worldgroup team, dedicated to the Mastercard client and based out of Singapore.
“The time has gone for separate dedicated digital agencies. Integration is paramount to execute with speed and agility at scale. The decision to consolidate allows the markets to respond quickly to local market needs,” Dominic Koh, vice president, head of consumer marketing, Mastercard Asia Pacific, said.
“We are very proud of this win as it marks an important step in fulfilling our mission of being Singapore’s leading integrated agency for the digital age,” Nick Handel, CEO, McCann Worldgroup Singapore, said.
Mastercard recently appointed Rustom Dastoor to the role of senior vice president of marketing and communications for Asia Pacific. According to a statement, the appointment is part of the organisation’s effort to deepen synergies between its marketing and communications team in the region.
Last year, Mastercard revealed that it would be restructuring its marketing function globally. In a conversation, Rajamannar confirmed the news and said the decision was made for the function to be “much more decentralised” and closer to local markets. The new structure will see the marketing and communications being unified function.