McCann won the U.S. business in September and since November has snapped up duties for Asia/Pacific, Canada and Latin America. It likely will acquire European business next year.
A SINGLE VOICE
The moves effectively end MasterCard's practice of working with separate agencies in its different regions and represent a declared effort to advertise with a single voice (AA, Sept. 29).
"I feel very positive about what this will do for our brands," said Joseph Tripodi, exec VP-global marketing services. "We needed more consistency than we had."
Ads similar to the U.S. campaign are expected to break in Latin America and Asia in the first quarter.
Mr. Tripodi has been busy pitching McCann to the other regions since the shop won the U.S. business. The agency already handled the Africa/Middle East account.
Mr. Tripodi plans to take his case to Europe, where a variety of agencies handle the account in different countries.
"Europe is more dispersed in its approach," Mr. Tripodi said. "There tends to be more autonomy."
MCCANN LIKELY WINNER
But given the marketer's recent push to ensure greater marketing consistency in all its regions it seems likely McCann will pick up some business. Or, at least, European agencies could start creating variants of the McCann work.
McCann already is pitching Italy, Mr. Tripodi said.
Nick Utton, senior VP-U.S. marketing for MasterCard, said the marketer planned to stay on track with the new campaign from McCann in the U.S. and plans to support its recently introduced premium World Card. MasterCard also plans to