McCann XBC, a unit of McCann Worldgroup dedicated to its global client Mastercard, is bringing Erica Herman aboard as EVP, global strategy director. Herman joins as Mastercard this year celebrates the 20th anniversary of its “Priceless” campaign platform. In her new role, Herman will head strategy on all integrated communication and marketing solutions globally for Mastercard, leading a worldwide team of strategists.
Herman joins McCann from her previous role as SVP, global strategy director at Publicis New York, working on Procter & Gamble’s Tampax brand and its Digestive Wellness portfolio, which includes brands such as Meta, Pepto-Bismol, and Prilosec. Previously, she held SVP positions as brand strategy director at Lowe New York and group planning director at Deutsch working on a wide range of clients. Her strategic work has been recognized as part of the agency teams that have won Effies, Cannes Lions, and back-to-back Gold Jay Chiat awards.
Herman has also worked in the nonprofit sector, including heading strategy on the NGO Doctors of the World account at Publicis, and, prior to her advertising career, serving as executive director of the Bridgehampton Chamber Music Associates. She currently sits on the 4A’s Strategy Committee.
Devika Bulchandani, president of McCann XBC and managing director of McCann New York, said, “Brilliant strategy is central to the work we do with Mastercard, and Erica’s expertise and leadership across a wide range of brands will make a notable addition to our global team.”
Suzanne Powers, global chief strategy officer at McCann Worldgroup, noted, “Erica brings with her a keen business sense paired with sharp cultural knowledge stemming from her wide range of experiences—and has led cohesive, often disruptive, strategy across many platforms.”
