I am most proud of the creative transformation of the Mastercard brand over the past seven years recognised with the One Show Penta Pencil in 2024.

We started back in 2018 by redefining the meaning of "Priceless" in a world moving beyond the card and conspicuous consumption. Articulating financial inclusion as the brand's purpose was key in creating a platform for innovation.

Equally important was creating a system that empowered markets to take the initiative and develop ideas locally. And indeed, it worked: every famous piece of work we did started locally and was amplified globally.