Arun Sudhaman 30 Sep 2012 // 11:00PM GMT
SINGAPORE--MasterCard is reviewing its Asia-Pacific public relations assignment for the first time in more than 12 years.
The process puts incumbent firm Weber Shandwick on alert. The agency is also currently defending its share of the US business, as revealed by the Holmes Report earlier this year. Weber Shandwick also handles MasterCard business in Europe.
MasterCard Asia-Pacific VP of communications Georgette Tan told the Holmes Report that the Asia-Pacific exercise is part of a global reassessment of the company’s communications support, but is being handled separately from the US review.
The Asia-Pacific assignment does not include local market activity, instead focusing on the company's regional PR mandate. A number of firms have been invited to take part in a review that, said Tan, offers MasterCard an opportunity to broaden its communications scope.
“We are keeping a pretty open mind and we are looking at this as an opportunity to say we are open to new ideas,” explained Tan.
MasterCard is one of Weber Shandwick’s largest accounts in Asia-Pacific, once local market remits are included.
“We would be looking for the best fit, the agency that can provide us strategic counsel, creative ideas and have the energy to stimulate us and bring out the best from us,” she added. “I don’t want to make it sound as if our existing agency does not provide that. It’s an opportunity for them to come to us with new ideas as well.”