Mastercard: The Future of Payments in Cambodia

Mastercard's presence in Cambodia faced significant challenges as competitors with long-established positions used increasingly robust strategies to protect them. Despite its global leadership, Mastercard had struggled to gain the visibility it deserved among key stakeholders such as the National Bank of Cambodia and the Association of Banks in Cambodia.

The gap was most visible on the topics that define the sector's future: financial inclusion, cybersecurity, digitalisation and payment innovation. Mastercard needed to be heard on all of them.

Ruder Finn Era's strategy combined steady media relations with a deliberate focus on the stages where decisions are shaped. The team secured and prepared speaking opportunities at industry events attended by regulators and bank leaders, using each to showcase Mastercard's commitment as the leader in fintech and innovation within the payments space.

Consistent stakeholder engagement and a flow of substantive stories on inclusion, security and digitalisation built share of voice through the year, so that Mastercard's perspective became part of the national conversation on the future of payments.