Wagg Ed Beats Out Three for MasterCard Assignment
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Wagg Ed Beats Out Three for MasterCard Assignment

Waggener Edstrom has beaten out fellow finalists Brodeur Worldwide, Manning Selvage & Lee and Ogilvy Public Relations Worldwide for a major chunk of MasterCard International business.

Paul Holmes

PURCHASE, November 30—Waggener Edstrom has beaten out fellow finalists Brodeur Worldwide, Manning Selvage & Lee and Ogilvy Public Relations Worldwide for a major chunk of MasterCard International business. The account, which includes the credit card company’s North American corporate payment solutions, member relations, deposit access, acceptance, and remote payment and presentment service businesses, is believed to be worth around $650,000.
 
According to MasterCard vice president of global communications Sharon Gamsin, Waggener Edstrom made “an excellent presentation. They understood the assignment and they understood our business.” Waggener Edstrom, like fellow finalist Brodeur, is best known for its work in the technology arena, and Gamsin confirmed the assignment—which includes promotion of the company’s electronic bill payment and new forms of acceptance (in fast food restaurants for example)—would include a heavy technology component.
 
Gamsin would not comment on the claim by fellow finalists that Wagg Ed had offered a month of free service to win the account, but said such an offer would not have factored into the company’s decision.
 
The appointment is not an agency-of-record assignment, however. Alan Taylor Communications will continue to handle MasterCard’s sports marketing activities; Edelman Public Relations Worldwide provides support on litigation issues; Ogilvy has responsibility for public affairs projects; and Brodeur is also involved in a wide range of projects including the company’s e-commerce initiatives.
 
Wagg Ed, meanwhile, says it will be opening a new office in Stamford, Connecticut, to handle the account, with support from the firm’s other offices, which include Portland, Austin, and Bellevue, Washington. The account team will be led by Leeanne French and Keith Lindenburg, both senior vice presidents.
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