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AMMIRATI & PURIS SELECTED AS NEW ADVERTISING AGENCY FOR MASTERCARD

 AMMIRATI & PURIS SELECTED AS NEW ADVERTISING AGENCY FOR MASTERCARD
 NEW YORK, Aug. 24 /PRNewswire/ -- MasterCard International's U.S. Region awarded its $60 million advertising account today to Ammirati & Puris of New York. The agency replaces Lintas: New York which managed the card association's advertising since 1987. In addition to Ammirati & Puris, Fallon McElligott, Minneapolis, participated in the final phase of the review process.
 "We believe we have identified the agency that can best create outstanding brand building advertising for MasterCard," explained Peter S. P. Dimsey, president of MasterCard International's U.S. Region in announcing the selection of Ammirati & Puris. "Ammirati & Puris is well recognized in the industry as an agency that has helped many blue-chip clients introduce long-term brand building advertising campaigns and we expect them to do just that for us."
 The selection of Ammirati & Puris concluded a rigorous six-month advertising review by MasterCard designed to strengthen its existing "more value for the way we really live" positioning.
 Each agency's work was evaluated by a review committee comprised of MasterCard senior management and member financial institutions. The final phase of the review process included consumer research on preliminary creative concepts and the agency's strategic analysis and insight into MasterCard's business situation.
 New Agency To Help Amplify Impact of Brand's Positioning
 MasterCard's "more value for the way we really live" positioning anticipated what has already become a dominant theme of the 1990s. Although the present "Master the Moment" campaign was recently acknowledged as helping the credit card giant stabilize its market share, MasterCard stated during the review process that the challenge facing them in the U.S. market was identifying ways to strengthen the brand position in tune with the changing consumer and competitive environment of the '90s.
 Building From a Position of Strength
 Dimsey reported that the new agency will be working from a position of increasing strength for MasterCard. Last fall, MasterCard reported that it has stabilized its market share. Through the first half of 1992, MasterCard has witnessed a 10.1 percent growth in charge volume, and has gained share in the general purpose card category.
 Over the last four quarters, MasterCard has improved growth by gaining a larger share of new card solicitations and by capturing the enthusiasm and support of the retail industry as a result of its ground- breaking MasterValues program.
 New Campaign Expected To Debut in Early '93
 The new Ammirati & Puris campaign for MasterCard is expected to debut in the first quarter of 1993. The card association is currently reviewing the media strategy and buying capabilities of a short list of agencies and buying services. An announcement is expected shortly. MasterCard's current ad campaign will run through the end of the fourth quarter of this year.
 The MasterCard International U.S. Region represents 16,000 member financial institutions and more than 90 million cards in circulation. Overall U.S. dollar volume in 1991 was nearly $100 billion with worldwide acceptance at more than 10 million locations.
 -0- 8/24/92
 /CONTACT: Steven M. Apesos of MasterCard International, 212-649-5476/ CO: MasterCard International; Ammirati & Puris ST: New York IN: ADV SU:


TM-KW -- NY091 -- 2786 08/24/92 18:23 EDT
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Publication:PR Newswire
Date:Aug 24, 1992
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