Jennifer Hudson fronts Mastercard's initiative supporting Black female business owners
The company's 'Strivers Initiative' elevates the visibility of Black women-owned companies
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Mastercard has tapped actor and singer Jennifer Hudson to help promote its new "Strivers Initiative," a consumer-facing platform supporting Black female business owners.
The campaign, via McCann along with will.i.am, features Hudson performing "Aint' No Mountain High Enough" and showcases some of the female Black business owners who will benefit from the scheme. The commercial was produced by women-owned Little Minx, and helmed by Black director Child, whose work includes music videos for the likes of Janelle Monae and Issa Rae. It's running nationally in primetime slots.
"Strivers Initiative" will include a grant program in partnership with Fearless Fund, a VC fund built by women of color for women of color, as well as a multi-city educational road show driving awareness of the state of women and minority-owned business in cities across the U.S.
“For years, Black women have built businesses at a pace far greater than any other minority group, with a focus on building businesses that give back to their communities,” said Cheryl Guerin, EVP Marketing and Communications in North America for Mastercard. “The pandemic has delivered financial headwinds that threaten the economic progress of Black female business owners and because of this, Mastercard is taking action, while also calling on consumers and corporates alike to shop, share and support these women."
Other financial organizations have stepped up to support Black women entrepreneurs as well, including this initiative from American Express featured in our Black History Month Creative Excellence series, from Team Epiphany.
Speaking of female trailblazers, Ad Age is currently accepting entries for Ad Age Leading Women Europe. This annual program recognizes influential women in the industry who reside and work in Europe. Entries are complimentary and are due by Feb. 24.
Credits
- Date
- Feb 17, 2021
- Client :
- MasterCard
- Agency :
- McCann-New York
- EVP Global Executive Creative Director :
- Pierre Lipton
- EVP Executive Creative Director :
- Pete Jones
- EVP Executive Creative Director :
- Cinzia Crociani
- Creative Director :
- Caro Rebello
- Creative Director :
- Artur Lipori
- Senior Copywriter :
- Amanda Caldari
- Art Director :
- Marina Ferraz
- Copywriter :
- Ana Miraglia
- Designer :
- Tatjana Gall
- SVP Executive Producer :
- Judi Nierman
- Producer :
- Doug Harrison
- SVP Executive Integrated Music Producer :
- Eric Johnson
- Music Producer :
- Dan Gross
- Head of Talent Partnerships :
- Danielle Korn
- Business Manager Music :
- Jamie Jou
- Senior Production Business Manager :
- Ken Krausgill
- Chief Client Officer North America :
- Veronica Bertran
- SVP Group Account Director :
- Mat Cunnell
- SVP Group Account Director :
- Daniel Mize
- Account Director :
- Carlotta Tutt-Holloway
- Account Supervisor :
- Ryan McGee
- Senior Account Executive :
- Mathew Guerra
- Senior Account Executive :
- Jenny Sussna
- Asst. Account Executive :
- Leonard Jones
- EVP Global Strategy Director :
- Oriol Bombi
- VP Strategy Director :
- Danielle Noto
- VP Social Strategy Director :
- Emily Kearns
- Social Strategist :
- Kristen Levy
- Senior Strategist :
- Colleen Gleason
- Production Company :
- Little Minx
- Director :
- Child
- President :
- Rhea Scott
- Executive Producer :
- Helen Hollien
- Line Producer :
- Annalise Rowane
- Director of Photography :
- Rachel Morrison
- Editing Company :
- Rock Paper Scissors
- Editor :
- Chris Mitchell
- Editor :
- Frank Snider
- Producer :
- Lisa Barnable
- Post Production :
- Method Studios
- EVP North America Marketing and Communications :
- Cheryl Guerin
- SVP Consumer Marketing & Media :
- Nicola Grant
- SVP Communications :
- James Issokson
- VP Consumer Marketing :
- Philippe Guerra
- VP Head of Sponsorship North America :
- Michael Goldstein
- VP Communications :
- Sarah Ely
- Director Consumer Marketing :
- Anthony DeRojas
- Director Consumer Marketing :
- Kellen Burger
- Director Digital & Social Marketing :
- Gregory Weiss
- Manager Sponsorships :
- Aaron Staples
- Manager Communications :
- Margaret Williams
- Manager Media :
- Tara Marston
- Senior Specialist Consumer Marketing :
- Rachel Gillen
- Senior Specialist Digital & Social Marketing :
- Chanelle Lowe
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