By Ed Woodcock

Storytelling is dead. Or so Raja Rajamannar, the chief marketing officer of Mastercard, declared in a recent article. No it isn’t and I suspect he knows it.

I say this because his opening contention is patently good storytelling. By introducing the dramatic conflict that drives his story from the first line, he’s employing a tried and tested narrative device to hook the reader. I’ve just repeated it.

Mr Rajamannar goes on to explain how the new Mastercard Priceless experiences (in which cardholders are ‘connected to priceless possibilities’ and subjected to endearing ‘priceless surprises’) is a form of ‘storydoing’ that makes Read full story ›

Source: The Drum