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One Love Hotel & 62nd GRAMMY Awards

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One Love Hotel & 62nd GRAMMY Awards

August 20, 2020
A global client for us, we’ve led the strategy to drive Mastercard’s business and increase consumer perception by connecting consumers to their passions across music, film, gaming, arts & culture, and culinary. REACHING CONSUMERS THROUGH THE PASSION OF MUSIC In music, we’ve activated by creating experiences at festivals all over the world, enhanced their partnership with the GRAMMY Awards, secured A-list brand ambassadors including Justin Timberlake, Gwen Stefani and Camilla Cabela executed all elements of the Priceless Surprises platforms activations.   Most recently for the 62nd GRAMMY Awards, and strategically timed to the late Bob Marley’s 75th birthday, Mastercard and Island Records rebranded the One Hotel to the OneLove Hotel, creating an entire week of Priceless Moments for consumers, influencers and press leading into the GRAMMYs such as emerging talent music lounge and concerts, AI-generated personalized sonic brand creation, music-focused women’s summit, and pre-GRAMMY party and red carpet event. 

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Crooke Joins R&CPMK Senior Director of Talent Anna Thackeray LONDON – September 28, 2022 – R&CPMK announced today the expansion of the agency’s London-based talent publicity team, with the addition of MK Crooke as Account Director. In the role, Crooke will manage a collection of R&CPMK’s signature talent clients across film and television. Crooke’s existing clients will also join R&CPMK. Crooke will report to Anna Thackeray, Senior Director of Talent, who leads R&CPMK’s UK publicity group. “The growth of our London team, led by Anna, represents an exciting and natural step in executing best-in-class publicity campaigns and strategic advisement
R&CPMK President of Digital Entertainment and Gaming, Melissa Schumer, shares with Adweek how the three industry-leading brands are developing novel ways to tap fandoms from various genres, and how R&CPMK is helping them connect with fans and consumers. “Fans represent the most loyal consumers for any given product. Understanding the power of fan communities allows smart brands to increase their reach among those communities through novel partnerships. Here’s how Mastercard, Crunchyroll and Hasbro surprise and delight fans to build their own fandoms.” Read the full article on ADWEEK.

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