New campaign for MasterCard

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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.

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