McCANN Worldgroup Takes Charge of Social Media for Mastercard
McCANN has taken over the management of Mastercard's social media channels in Poland. The agency's first activities under the new partnership began at the end of March with the "Pay contactless up to £20 without PIN" campaign for every Mastercard card.
Scope of McCann's Work for Mastercard
As part of the partnership, McCANN is responsible for comprehensive social media services for Mastercard, including the brand's presence strategy on Facebook and Instagram, creative work, and content execution itself. Over the past year, McCANN worked with Mastercard on a project basis in this area, handling among other things the creative concept and music campaigns covering events such as Orange Warsaw Festival, Kraków Live Festival, Open'er Festival, and Pol'and'Rock. The agency's tasks also included collaborations with selected influencers, as well as the "Nights of Priceless Surprises" activation carried out on Mastercard's FB and IG.
- We are proud that our long-standing partner, Mastercard, has decided to expand the scope of cooperation with us. This is the result of excellent teamwork, for which I would like to sincerely thank the team, and an expression of trust, especially in these exceptionally challenging times. This is the moment to jointly introduce interesting innovations in the social media area, which — I am convinced — will bring us many successes and reasons to celebrate — said Wojciech Borowski, CEO of McCANN Worldgroup.
The agreement was concluded for an indefinite period.
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About McCANN Worldgroup
McCANN Worldgroup originates from the American advertising agency McCANN-Erickson, which was the first network agency to appear in Poland. We are a global industry leader, with our history dating back to 1902. In Poland, we have been co-creating and developing the advertising market since its inception, that is, for over 20 years.
Concepts from the Article
Social Media — Platforms that enable users to create, publish, comment on, and share content, as well as build communities. For a brand, they are an organic, advertising, service, and analytical channel.
McCANN Takes Charge of Mastercard Social Media in Poland
Why it matters: It combines reach, dialogue, and sales in one place: the brand speaks, listens, and responds where its audience spends time. It is also a service channel and the first front line in a crisis.
When it is used: Constantly: organic content, paid campaigns, handling inquiries, opinion monitoring, and collaborations with creators.
What happens if it is neglected: Absence on social media hands the narrative to others: the brand is talked about anyway — just without its own voice.
Summary
McCANN has taken over comprehensive social media services for Mastercard in Poland, covering strategy, creative work, and content execution on Facebook and Instagram. The agreement was concluded for an indefinite period, and the first activities began with the "Pay contactless up to £20 without PIN" campaign. McCANN had previously worked with the brand on a project basis, running campaigns related to music festivals and the "Nights of Priceless Surprises" activation.
McCANN Worldgroup CEO Wojciech Borowski emphasizes that expanding the cooperation is the result of the team's work and opens the door to implementing innovations in social media. Moving away from the previous project-based model toward ongoing service shows the trend of tightening relationships between brands and agencies in the area of social media.
