MasterCard comms realignment emphasizes influencer engagement

The refreshed comms team will focus on corporate reputation and engagement.

MasterCard comms realignment emphasizes influencer engagement

PURCHASE, NY: MasterCard’s Andrew Bowins has shifted into the new role of SVP of corporate reputation and engagement as part of the company’s communications realignment.

Bowins, who joined MasterCard in June 2011 as SVP of corporate and digital communications, said the reorganization reflects the company’s focus on influencer engagement. The changes became official last week.

He continues to report to MasterCard CCO Chris Monteiro and now oversees 14 staffers at the company.

MasterCard is restructuring its corporate and digital comms team to corporate reputation and engagement, said Bowins.

"During 2015 planning, we recognized that digital expertise and social listening have evolved to the point where the skill set was now a core competency of my team and extended across the global organization," he explained. "We believed it was time to no longer have a dedicated digital communications team and deploy resources, people, and team structure to better align to the business and stakeholders."

The new team is made up of MasterCard’s corporate, brand and products, labs and NYC tech hub, emerging payments, and stakeholder engagement and insights groups.

It will be responsible for corporate communications and reputation, media relations, marquee event support, brand publishing, corporate social media engagement and content syndication, corporate sponsored and promoted content, branded media content partnerships, data insights, and analysis.

Additionally, the team is tasked with developing and testing new digital tools, platforms, and social networks for continuous innovation of the function.

"What is new is the evolution of how we engage with stakeholders and the expanded remit to mix traditional PR, social media, and corporate brand publishing with the PESO model to create third party advocacy and endorsement for a world that is moving beyond cash and the value that MasterCard delivers to consumers, merchants, governments, and issuers," Bowins said.

His team was previously responsible for corporate, product, and digital communications. Part of the previous remit was to develop the tools, publishing platforms, and best practices to help advance collective digital capabilities.

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