×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

New campaign for MasterCard

Published on .

MasterCard International has chosen Frankfurt Balkind Partners, New York, for its business-to-business marketing and trade advertising to promote MasterCard Chip card. The microchip in the card allows it to be used for a variety of accounts and to store information about the user. The campaign's goal is to get banks and merchants to adopt MasterCard chip technology as the industry standard, said Aubrey Balkind, chairman and CEO of Frankfurt Balkind. The campaign launches in early fall with a budget estimated at $4 million to $5 million. It will include trade advertising, direct marketing and interactive communications.

Copyright August 1997, Crain Communications Inc.

Most Popular
In this article: