The Power of Entrepreneurship A Focus on Citizenship

An Interview with , President and Chief Executive Offi cer, MasterCard An Interview with Rochelle B. Lazarus, Chairman, Ogilvy & Mather

EDITORS’ NOTE Ajay Banga is also believe we have some of the most active to inspire students from low-income communi- EDITORS’ NOTE Shelly Lazarus has It is also so motivating to the staff; contributed DuPont sustainable products – a member of the Board of Directors at and compassionate employees around. ties to stay in school, recognize business oppor- held positions of increasing responsibil- to take what you know how to do pro- it was like a live product demo of the future of MasterCard. He joined the company Responsibility is about more than just giv- tunities, and plan for successful futures. ity with Ogilvy for more than three de- fessionally and apply it to something DuPont’s R&D efforts in sustainability. as President and Chief Operating ing away dollars – it’s a genuine interest This emphasis on empowering young people, cades, including as General Manager you believe in works magic on the way The world has moved beyond writing checks Offi cer in August 2009. In April 2010, and investment in the lives of the people especially those at higher risk, is also evident in our for Ogilvy & Mather Direct (now you feel about your professional life. to having all the giving back to the community he was named to his current post. with whom we interact every day. work with The Prince’s Trust in the United Kingdom known as OgilvyOne Worldwide) in Is there a real shift today in come out of the heart of what the company does. Before joining MasterCard, Banga For example, last March we an- and with the International Youth Foundation (IYF) in the United States, President of Ogilvy drawing the line between business That’s so much more potent, because you’re deal- served as Chief Executive Offi cer of nounced a new philanthropy strategy, . Both of these organizations promote education, & Mather Advertising in New York, and philanthropy? ing with the economic power of the entire enter- Citigroup’s Asia-Pacifi c Region. He which sharpens our focus on furthering planning, and access to important assets like technol- President of Ogilvy North America, The line is completely blurred – it’s prise – not just the philanthropy budget. joined Citigroup in 1996 and served fi nancial inclusion through the power of ogy. The Prince’s Trust works to provide practical and COO and President of Ogilvy & not even about philanthropy but about For a company like Ogilvy with a num- in positions of increasing responsi- entrepreneurship. We began a partner- and fi nancial support to youth in the U.K. who are not Mather Worldwide. She was named citizenship. There is an expectation now ber of resources around the world, is it bility including as Chairman and Chief ship with Grameen Foundation that al- currently at work in terms of getting an education or CEO in 1996, and became Chairman that companies will behave as respon- tough to sometimes have to say no to cer- Executive Offi cer of the International Ajay Banga lows our employees to contribute their training. We’re proud to support their commitment in 1997, a title that she retains af- Rochelle B. Lazarus sible citizens of the local and global tain causes? Global Consumer Group; President time and expertise to Bankers without to improving the futures of more than 45,000 young ter having relinquished the CEO ti- community. So GE’s ecomagination was It is, but if there is someone within this of Retail Banking North America; Business Head Borders, Grameen’s global volunteer corps that people each year. tle in 2009. Lazarus also serves on the boards of something you could argue is of enormous value company who believes strongly in a certain en- for CitiFinancial and the U.S. Consumer Assets connects business professionals with microfi nance Similarly, IYF helps students become active, General Electric; New York-Presbyterian Hospital; to the quality of the environment, but it also has terprise and wants to devote his personal time Division; and Division Executive for the con- and technology initiatives to remove barriers to engaged citizens by mobilizing businesses and American Museum of Natural History; Partnership an economic imperative because all GE customers to helping that organization figure out how sumer bank in Central/Eastern Europe, Middle global fi nancial inclusion. This partnership is just social organizations to teach and help. In India, for New York City; the Committee Encouraging are trying to do more with less. Therefore, GE is to communicate and motivate people better, I East, Africa, and India. Prior to Citigroup, Banga one of the newest ways our company is giving MasterCard is funding a program aimed at creat- Corporate Philanthropy; and Columbia Business making products to satisfy their customers’ needs, don’t stand in the way. So these become indi- spent 13 years with Nestlé, India, and spent two back to the communities in which we operate. ing sustained economic opportunities for young School. She is also a member of Advertising Women but those customer needs are all about having vidual choices. But without a champion within years at Pepsico. He currently serves on the Board MasterCard has placed a major empha- entrepreneurs. The two-year project is expected of New York; the Council on Foreign Relations; The products that are friendlier to the environment. the agency, it won’t work. of Directors of Kraft Foods and on the Board of sis on fi nancial inclusion and the impor- to create at least 1,000 new employment oppor- Business Council; and the Deloitte WIN External It’s a wonderful, virtuous circle now and what We have another great advantage these Trustees of the Asia Society. He received a B.A. in tance of spurring entrepreneurship. Why tunities by providing young entrepreneurs with Advisory Council. Lazarus received an undergrad- might have been considered philanthropy 25 years days because so much of our client activities are economics from University where he grad- is this a major focus for you? the knowledge, skills, and resources they need uate degree from Smith College and an M.B.A. from ago is not philanthropy at all – it’s smart business. focused on these efforts that have societal im- uated with honors. He is also an alumnus of the Financial inclusion increases the prosper- to start-up, run, and sustain their own businesses. Columbia University. Do shareholders understand that tran- pact. So you don’t have to beg for philanthropy. Indian Institute of Management, . ity of communities and helps ensure that people All of these programs promote entrepreneurial sition and how it has evolved? When you work on Dove, for instance, you’re have the opportunity to achieve their full poten- attitudes and provide access to technology and COMPANY BRIEF Ogilvy & Mather (www. ogilvy.com), The enlightened ones do. Most companies I working on self-esteem for young women. It’s COMPANY BRIEF MasterCard Worldwide tial. Helping individuals become more fi nancially capital so young people have opportunities to based in New York, is one of the largest marketing know proclaim they are market driven. The market not what you do late at night; it’s your day job. (www. mastercard.com) is a leading global pay- savvy can create a positive ripple effect in their better make their way in the world. communications networks in the world, with more has spoken and the market cares what the ethos is Are young people today looking for ments company that serves as a franchisor, pro- personal lives, in their communities, and through- How do you engage employees in than 450 offi ces in 120 countries, specializing in of a company. Those who demonstrate that they a philanthropic company culture? cessor, and advisor to the payments industry, and out society. By focusing our philanthropic efforts MasterCard’s social responsibility and cor- advertising, relationship and interactive marketing, don’t care about their role in society and the contri- Absolutely. It used to close the sale to peo- makes commerce happen by providing a critical on entrepreneurship, we aim to fuel innovation, porate citizenship efforts? public relations, sales promotion, and related ser- bution they make are marked down for it. ple who were coming into the company, but economic link among fi nancial institutions, gov- employment, and economic growth to help peo- Nearly all of our responsibility efforts include vices. The agency services Fortune Global 500 com- Is it important that the citizenship efforts now we start with it. And the younger you are, ernments, businesses, merchants, and cardholders ple build a stronger future for themselves, their an employee engagement component and our em- panies, including American Express, BP, Cisco, align with the business strategy and are there the more it matters. worldwide. Powered by the MasterCard Worldwide families, and their communities. We encourage ployees need very little incentive to participate. We Coca-Cola, DuPont, Ford, GlaxoSmithKline, IBM, examples where it has worked effectively? No matter how large this company has Network, MasterCard processes over 23 billion an entrepreneurial culture within MasterCard try to use employees’ expertise to help in innova- Kimberly-Clark, Kraft, Mattel, Motorola, Nestlé, Absolutely. There are so many examples, grown, the values are never lost. What is it transactions each year and advances global com- where good ideas and new thinking are cel- tive ways, like the Bankers without Borders part- SAP, Unilever, and Yum! Brands, Inc. Ogilvy & the most obvious being Ronald McDonald about Ogilvy that has made it work so well? merce through its family of brands, includ- ebrated, and we understand the importance of nership. We also support the Telementor Program, Mather is a subsidiary of WPP Group plc. House. So much of McDonald’s business comes We were lucky because we had a founder ing MasterCard®, Maestro®, and Cirrus®; its supporting those same traits throughout society. which matches employee volunteers with elemen- from providing healthy meals for children, so who laid out a culture before he had any clients. suite of core products such as credit, debit, and How does your partnership with the tary, middle, or high schools in need. This company understood community en- giving back for them means helping children He was a great copywriter, so it was expressed prepaid; and its innovative platforms and func- Network for Teaching Entrepreneurship To further demonstrate our commitment, gagement early on. How critical is that at a who have health issues. in a way that once you heard it, you could not tionalities, such as MasterCard PayPass™ and (NFTE) program work to deliver entrepre- MasterCard launched a new volunteer policy time when corporate responsibility is being Coca-Cola’s focus on water is another one, help but remember it. MasterCard inControl™. MasterCard serves neurial education to at-risk youth in low- giving all of our employees time off to give back heavily promoted? as well as Avon’s focus on breast cancer and Strong cultures tend to attract people who consumers, governments, and businesses in more income communities? to their communities. We also post our engage- It has been part of our core and culture. What domestic violence. Avon sees itself as not just are taken with the culture and repel people for than 210 countries and territories. MasterCard is proud to partner in both the ment and responsibility programs so that all is lucky for us is that what we know how to do making products that sell to women but being whom the culture doesn’t resonate. So it’s a self- United States and Belgium with the Network employees have access to, and understand how fi ts so perfectly in the world of philanthropy. You about an affi rmation of women’s role in society perpetuating machine, because the stronger your What is the importance of corporate phi- for Teaching Entrepreneurship, an organization to contribute to, company-wide initiatives. We almost can’t create a movement or drive a mission and women’s independence. culture is, the stronger it continues to be, because lanthropy and social responsibility to the whose mission aligns directly with our own mis- work hard to recognize employees’ individual for the world without great communications. Ecomagination comes out of what GE you immediately know when you walk in the culture of MasterCard? sion and with our responsibility goals. In the U.S., contributions to organizations they care about – So we’ve had an obvious central role in does, and the Dove Self-Esteem Fund for young door as a potential employee if this is the right MasterCard operates in more than 210 coun- we recently sponsored a $1-million grant through our MasterCard Volunteer Incentive Program the world of corporate citizenship from the very women comes from Dove’s focus on helping place for you and vice versa. tries and territories around the world, and we take NFTE, which will provide hands-on learning and provides grants to charities where MasterCard start. It has been less about writing checks and the world understand what real beauty is. Is the business still exciting for you? seriously our responsibility to invest in commu- classroom lessons focused on mathematics, ana- employees volunteer and we match employees’ more about contributing our time, attention, DuPont worked with a town in North Every time you go to a new client with a new nities in which we do business. An emphasis on lytical skills and management, and planning for fi nancial contributions dollar-for-dollar through passion, and skills to causes all over the world Carolina to rebuild their infrastructure after set of opportunities, problems, or issues, it’s like social responsibility permeates our culture, and I at-risk youth. Through this program, NFTE hopes the MasterCard Matching Gift Program.• and covering almost every fi eld of endeavor. a tornado, but in a sustainable way, so they having a new job. That’s what keeps me fresh.• 32 LEADERS POSTED WITH PERMISSION. COPYRIGHT © 2012 LEADERS MAGAZINE, INC. VOLUME 35, NUMBER 2