Mastercard slashed ad spend 70% for experiences, brand value leapt
During his tenure, Raja Rajamannar cut Mastercard’s traditional ad budget by 70% and poured the cash into experiential platforms like Priceless.com. The shift didn’t dent performance; the brand jumped from #87 to #12 in BrandZ’s valuation ranking and stayed on a fast‑growth trajectory. It shows large firms can trade bulk ads for immersive consumer engagement.