Abstract:

For the first time ever, more than half of the world’s population lives in urban areas and we have truly become a ‘City planet’. Cities are a place to discover, enjoy your passions, be curious, and create memories – whether you are in your home city … or traveling abroad. MasterCard leveraged insights into affluent consumer behaviours to best identify their target needs. The intrinsic and deeply meaningful links between the passion and memories, and the way consumers use different strategies to hold onto their memories will motivate interest and increase engagement with the MasterCard brand. This is Research’s move to a more collaborative and learning culture – inspiring insight to action. Here’s the new look of a 17 year platform … fresh and relevant, particularly as consumer habits evolved due to economic and technology changes.