Hasta La Creative!

When Raja Rajamannar joined MasterCard as CMO in 2010, he faced the same challenge as many marketers starting a new job: whether to change an ongoing campaign, in this case a more than decade-old success story, or stick with what was working.

MasterCard’s “Priceless” campaign had already withstood three different CMOs, a significant feat in a restless marketing environment where everyone wants to make a mark. But keeping the now 18-year-old effort fresh meant embracing digital and evolving with consumers.

“Dealing with an iconic campaign is both a blessing and a challenge,” said Mr. Rajamannar, who discussed navigating the dilemma to kick off Ad Age’s new video series, Marketer’s Playbook. “How do you take it to the next level when it’s doing so well? And how do you convince the system, and convince yourself, that a change is indeed needed?”

Continue reading at AdAge.com