Joyce King Thomas on Trends in Asia, Her Work on ‘Priceless’ and ‘Fearless Girl’

For those of you who might not know the name Joyce King Thomas, you surely know her work. How about Mastercard’s iconic “Priceless” campaign? Launched more than 20-years ago, and run in various incarnations over the years, its ubiquity across popular culture has seen it referred to by some as the “meme before there were memes”.

Thomas also worked on the world-renowned “Fearless Girl” campaign that has seen the defiant statue of a young girl standing her ground embraced around the world as a symbol of strength and perseverance.

Branding in Asia recently caught up with Joyce King Thomas, who currently serves as Chairwoman and Chief Creative Officer at McCann XBC. Over the course of our conversation at AdFest in Thailand we talked about trends she likes in the Asia market, her work on Priceless and of course, Fearless Girl.


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