PURCHASE, NY: A memorable and much-quoted advertising campaign:
several million dollars. Finding the right PR agency: priceless.
MasterCard International has issued an RFQ (request for qualification)
to a select group of PR firms in a bid to find the right fit for three
of its five divisions. The areas up for grabs are North America, global
debit, and acceptance. The global e-business and corporate payment
solutions divisions are not part of this current review.
Omnicom-owned Brodeur Worldwide currently handles all five areas of the
MasterCard business. MasterCard International VP of global
communications Sharon Gamsin was keen to stress that she was happy with
her agency arrangements, and explained that the RFQ was a way of seeing
what other agencies had to offer. She also added that MasterCard may
continue to work with Brodeur on any number of the divisions currently
Gamsin was insistent that she didn't want to hear from any other PR
agencies, the search being strictly limited to those which received her
letter requesting information. "We have selected a targeted group of
people," she said.
Gamsin said there was no specific focus to the RFQ, and no specific
tasks to complete and submit. All that was needed was proof of
capability for general business communications support.
MasterCard generally issues one-year contracts.