PETER S.P. DIMSEY, president of MasterCard's U.S. region since 1991, brought a consumer marketing background to the association in 1988, when he was natned executive vice president. Before that, the 57-year-old British native spent more than 20 years in senior marketing positions at General Foods, Avis, Kenyon & Eckhardt Advertising, and Seagram.

In this recent conversation with American Banker's Jeffrey Kutler, Mr. Dimsey discussed how he applied his nonbanking background to MasterCard's challenges, including the need to set a consistent advertising strategy and deal with increasingly complex technological changes.

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