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2016 Big Apple Profiles Ketchum for Mastercard
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BIG APPLE PROFILES
Getting to know past Big Apple Award winners

AGENCY
Ketchum Inc.

CLIENT
Mastercard

CAMPAIGN
Mastercard “Wears” the Future of Connected Commerce on its Sleeve
(Read the two-page summary)

2016 BIG APPLE AWARD
Events & Observances (One to Seven Days): Business 
Integrated Communications: Consumer Service


Tell us about Ketchum Inc. and the type of work you do. 
Ketchum is a leading global communications firm with operations in more than 70 countries across six continents. Ketchum is rooted in five global practices (Healthcare, Corporate & Public Affairs, Brand Marketing, Food & Beverage and Technology) and has over 25 unique specialty and service offerings including digital, millennials, and the industry’s largest research and measurement department. We partner with clients to deliver strategic programming, game-changing creative and measurable results that build brands and reputations.

Why did you and your team feel it was important to enter the 2016 Big Apple Awards?
The PRSA-NY Big Apple awards program has a longstanding reputation for highlighting the most outstanding communications campaigns in the industry. The Ketchum for Mastercard team has entered multiple campaigns over the past few years, and in 2015 we won the “Best of the Best” award for our campaign to create visibility for the Mastercard role in powering Apple Pay when the service first launched. Needless to say, we were wowed by the awards ceremony and were eager to enter again for the 2016 awards! We value the opportunity to join the PRSA-NY community and appreciate the incredible, award-winning work from our industry peers. 

How did your team celebrate after learning you had won?
The Ketchum for Mastercard team gathered our hardware, snapped some celebratory photos and shared our excitement with those who couldn’t be at the ceremony that evening via an e-mail chain!

What has winning an award meant to your agency?
Ketchum and Mastercard work as one cohesive team – and winning the Big Apple award for our efforts in the connected commerce space solidified all of the hard work that went into the launch of the Mastercard Commerce For Every Device program. All of the effort that went into the campaign materialized in the form of the physical award, and the win most definitely boosted morale across our team. 

 In your view, how does the Big Apple differs from other industry award programs?
The Big Apple is our hub – it’s where Ketchum resides, and Mastercard headquarters is located just outside the city in Purchase, New York. The Big Apple Awards feel personal, and the breadth of categories enables our clients’ niche work to shine.

Are there any anecdotes, interesting challenges overcome, or unique experiences that came from the Big Apple process?
Attending the Big Apple awards gala is unique experience in that you’re able to take a step back and admire your industry peers’ work. It’s easy to have tunnel vision around your clients’ priorities on a day-to-day basis, and taking the time to appreciate other smart campaigns across a variety of fields is inspiring.

Would you be willing to share an example of a goal you or the team reached that was a catalyst to submitting (and winning) your award entry in 2016?  
Our goal was twofold: demonstrate Mastercard leadership as a payments technology company through significant coverage around the topic of connected commerce, and dominate share of voice around innovation at Money20/20. When the results were in, we knew we had an exceptional story to tell. As we continue to communicate the Mastercard digital transformation story, our goals remain aligned with key industry milestones and major industry events.

 To learn more about Ketchum, Inc., please visit their website: www.ketchum.com


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