Beyond "Priceless" // Mastercard's Next Chapter with Jill Kramer

**Jim Stengel** (0:00)
If you were a Chief Marketing Officer in Consumer Products, I want you to think about something for a moment. You have creative that works. You have campaigns that capture attention. But somewhere between that moment and the register, the signal gets lost. You cannot see what actually drove the sale. You are making optimization decisions on inference, not truth. Well, that changed in February. Infillion acquired Catalina. Four decades of deterministic purchase intelligence. 130 million US households, 70 retail banners, $600 billion in verified annual consumer spending. And here is what really matters. Over 90% of consumable purchases still happen in store. Infillion and Catalina together can close the dupe from digital advertising to in-lane purchase and incentivize the next one. This is not a measurement tool you consult after the campaign. This is a live signal that runs through your media while the campaign is in flight. You can now optimize from attention to action in real time against people whose actual purchase behavior you know. A consumer products brand needs return on ad spending. It needs foot traffic. Infillion now delivers all of it. Not as separate vendors you reconcile later as one connected platform. That is what closing the gap looks like. What's the first brand you remember making an impact on you as a young girl in a creative way?

**Jill Kramer** (1:19)
It was definitely in the toy space. I was saying Mattel Barbie. Like those are the biggest things because I have a sister and we would ask for gifts like that connected to each other. So like we'd be making the whole home and pool and car and those would be.

**Jim Stengel** (1:33)
We hear Barbie a lot on the show.

**Jill Kramer** (1:35)
Yeah.

**Jim Stengel** (1:36)
Hi, I'm Jim Stengel. I've helped hundreds of major brands discover and activate their purpose.
Because when a brand's purpose is clear, compelling and authentic, profit naturally follows. Each week, I welcome the CMOs, the chief marketing officers of your favorite brands, to speak to how their job is so much more than marketing. These leaders share their inspiration and challenges, along with how they try to build a full, healthy and happy life in and out of the office. It's that energy that reaches everyone they touch.
We're glad you're here to feel that energy and to learn from these remarkable leaders. So here we go.
Some marketing ideas capture attention for a moment. The very best ones help shape culture.
That you could say is priceless. For more than 25 years, Mastercard's iconic Priceless campaign has been one of the most enduring and celebrated brand platforms in marketing history. Today, Mastercard connects consumers, financial institutions, merchants, governments and businesses in more than 200 countries and territories. The company processes billions of transactions each year and generates more than $28 billion in annual revenue. My guest today is the newest leader helping shape the next chapter of that remarkable brand. Jill Kramer is Chief Marketing and Communications Officer at Mastercard, where she leads the company's global brand and communication strategy and serves on the executive leadership team and management committee. Jill has only been in her role for about six months. Before joining Mastercard, Jill spent nearly a decade as Chief Marketing and Communications Officer at Accenture, leading one of the world's largest integrated marketing organizations and spearheading the company's Let There Be Change brand platform. Earlier in her career, she had senior leadership roles at BBDO and DDB, working with companies like AT&T and ExxonMobil. Record it live at the Cannes Lion International Festival of Creativity. Here's my conversation with the CMO, who knows great brands are built with careful intention. Here's Jill.
Jill, welcome to the CMO Podcast finally. Now, you just arrived, but I have to ask you, you've been in Cannes before. Is the food better in Cannes or in the Mastercard cafeteria?

**Jill Kramer** (3:42)
Okay, I am going to talk about the Mastercard cafeteria all day long.

**Jim Stengel** (3:47)
I knew you would.

**Jill Kramer** (3:49)
It is no joke.
I love it there and I go there every single day I'm at work. I go up there and it's funny because I have this woman who works with me. Her name is Susan and I'll say, Susan, let's go up and grab a salad and she refuses to go with me because I talk to too many people. It's the socialization.

**Jim Stengel** (4:05)
Well, you go for the social or the food? Both.

**Jill Kramer** (4:08)
And really good cookies.

**Jim Stengel** (4:10)
Oh, that can be dangerous. Yeah, sure.
My first assignment at P&G was on a new cookie brand that we were bringing to market. It failed, but the cookies were really good. I like, I was only 28 I gained 20 pounds in my first year at P&G.