Julia Monti, Senior Vice President of Global Communications at Mastercard, shared insights into the growing fusion between PR and creativity, highlighting Edelman’s historic Titanium Lion win at Cannes. Speaking to The Drum, Monti explained that this achievement reaffirms the ability of PR professionals to be as creative as advertisers.
“For me, a PR agency winning at Cannes was super exciting because it means we [profissionais de comunicação] we can spread our wings a little more,” he said.
Monti, who has been with Mastercard for nearly a decade, reflects on how technological and market changes have transformed communications. She highlights the importance of communications teams helping companies better understand the market context and consumer needs. According to Monti, collaboration between marketing and PR has been key to Mastercard’s success, allowing for a more integrated and strategic approach.
During the interview, Monti also addressed the challenges of navigating an ever-changing market. She emphasized the importance of maintaining a strategic perspective and listening carefully to build trust as a partner within the organization. “We have a huge appetite for good ideas, wherever they come from within the organization,” she said.
Monti will be a judge at The Drum Awards Festival and revealed her expectations for the competition. She hopes to see ideas that surprise and inspire, but also show real, measurable impact. Monti stressed that she would like to see PR stories that demonstrate solid results, avoiding vague metrics.
