It’s been a big year for Raja Rajamannar, who was named 2018’s Global Marketer of the Year by the World Federation of Advertisers.
The award reflects the bold initiatives Rajamannar and Mastercard have recently undertaken, including the removal of the brand name from its well-known red and yellow wordmark. Under Rajammanar’s leadership, Mastercard has established a sonic brand to go with its iconic logo: a melody that plays during Mastercard ads and at the point of sale when someone uses a card.
But big moves like this should come as no surprise from Rajamannar, who’s never hidden the scale of his vision. As he recently told Forbes, his goals include nothing less than to “completely redefine the model of marketing.”