Mastercard appoints new global comms agency partner

Mastercard has appointed We Communications as its global communications partner, ending a nearly 14-year relationship with Ketchum following a competitive review that ran for almost six months.

The appointment comes as Mastercard looks to enter what We Communications global CEO and founder Melissa Waggener Zorkin described as an “important new chapter”, with the payments company looking to tell a broader story around its business and the forces reshaping commerce.

For nearly 30 years, Mastercard’s “Priceless” platform has been central to its brand. However, Zorkin said the company now sits at the intersection of developments including AI, agentic commerce, cybersecurity and changing expectations of brands and businesses. 

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Under Mastercard chief marketing and communications officer Jill Kramer and EVP of communications Jennifer Erickson, the company is evolving towards a more integrated and connected global communications approach, according to Zorkin.

That creates an opportunity for We Communications to build on the recognition of “Priceless” while helping Mastercard communicate more of what the business represents today, Zorkin said.

“That's why I'm so excited about what's next with Mastercard: building on the power of Priceless while helping people understand the breadth of Mastercard today, from how money and value move around the world to AI, agentic commerce, cybersecurity and the future of commerce,” she said.

For We Communications, the appointment also brings the agency’s technology expertise into a global brand partnership.

In its LinkedIn post announcing the win, We Communications said Mastercard had selected the agency for its technology expertise, ability to navigate complexity, focus on innovation and belief in partnership.

Zorkin said the brief reflects the territory We Communications has worked in since its founding, as technology continues to reshape how businesses operate and communicate.

“We've lived through extraordinary eras of technology since then. And here we are again, as AI and agents begin making decisions and transacting on people's behalf, new players reshape commerce and building belief becomes even more important as technology moves faster,” she said.

The partnership will be overseen by Lindsey Bastani, EVP and head of We Communications' technology sector, alongside a bespoke team spanning the agency's disciplines and global network. Work on the partnership is already underway.

For Mastercard, the agency change comes after almost 14 years with Ketchum, during which “Priceless” remained a defining part of its global brand story.

The new partnership therefore arrives at a point when Mastercard's communications brief is expanding alongside the areas it operates in, with the company looking to connect its established brand platform with a wider narrative around technology, commerce and how value moves.

Zorkin said the partnership would be built around a collaborative approach, with both sides “listening deeply, challenging each other, learning together and staying in the arena when the answers aren't obvious.”

MARKETING-INTERACTIVE has reached out for more.

The appointment comes as Mastercard continues to build out the “Priceless” platform across experiences and markets. In August, the company launched Asia Pacific’s first “Taste by Priceless” dining club at Hong Kong International Airport, adding to its portfolio of dining, travel and entertainment experiences for cardholders.

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