Jennifer Hudson fronts Mastercard's initiative supporting Black female business owners

The company's 'Strivers Initiative' elevates the visibility of Black women-owned companies

Published On
Feb 17, 2021

Editor's Pick

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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