How Mastercard is developing a multi-sensory brand - from sight and sound to taste

Mastercard, the payments company, is developing a multi-sensory strategy that will help its brand to engage consumers across numerous touchpoints.

“You can close your eyes,” insisted Greg Boosin, executive vice president, global business-to-business and product marketing at Mastercard, “but you can't close your ears.”

In what he called “visual real estate,” Boosin explained to delegates at the 2020 Association of National Advertisers (ANA) State of Audio online conference, “your eyes can see multiple things at once.”

Mastercard conducted significant research into how its brand might be translated into the audio realm by working with artists, composers, musicologists and agencies. It created a “” that, it believes, was among the first endeavors of its kind.