BtoB

MasterCard Worldwide developing online version of b-to-b creative work

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New York—MasterCard Worldwide is currently working on the online component of its “The Heart of Commerce” b-to-b campaign, according to Courtney Gibbons, group head-brand strategy and development.<p>Gibbons said Thursday during a breakfast event put on by the Advertising Club of New York that the online effort would roll out this year, but she did not have an exact timetable.<p>The print version of the campaign, which targets merchants, was launched globally in September and followed by TV spots.<p>McCann Worldgroup’s McCann Erickson and FutureBrand handle advertising and branding for MasterCard WorldWide.<p>—Carol Krol

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