In this exclusive interview, Iciri Rai, Regional Lead for APAC Sponsorships at Mastercard, shares valuable insights on leveraging entertainment partnerships to combat the growing attention deficit in advertising. Rai discusses Mastercard's approach to balancing global and local strategies across various passion points, including sports, music, culinary, and e-sports. She emphasizes the importance of research-driven decision-making, authentic engagement with fan communities, and long-term commitment to partnerships.
Key takeaways include:
- The significance of adapting global properties to local markets
- The growing importance of local content and creators in Asia-Pacific
- Strategies for measuring partnership success across B2C, B2B2C, and B2B pillars
- The critical role of pass-through rights in assessing partnership effectiveness
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