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Mastercard and Jennifer Hudson Launch Multi-Faceted Platform Supporting Black Women-Owned Businesses

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McCann and Little Minx's campaign issues call to shop, share and support Black women-owned businesses with launch of grant program with Fearless Fund and educational road show

Mastercard and Jennifer Hudson Launch Multi-Faceted Platform Supporting Black Women-Owned Businesses
Black women-owned businesses are vital to the economy and are amongst the hardest hit by the impacts of the pandemic. Today, Mastercard is announcing the Strivers Initiative, a consumer-facing platform, elevating the visibility of Black female business owners overcoming obstacles to maintain and grow their business, as role models for the community and future generations. The initiative will kick-off with a national ad spot featuring Black women business owners from across the U.S. and GRAMMY Award winning singer / songwriter, Jennifer Hudson.

The initiative will include a grant program in partnership with Fearless Fund, a VC fund built by women of colour for women of colour. This will be complemented by a multi-city educational road show driving awareness of the state of women and minority-owned business in cities across the U.S. and providing insights into progressive actions cities can take to foster an equitable business climate.

This builds on the company’s previously announced half-billion-dollar commitment to support Black communities over the next five years. This commitment includes products, services, technology and financial support, as well as concentrated investments that will focus on providing Black-owned businesses and Black people access to affordable financial tools and capital.

“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.”

The Strivers Initiative Grant Program and Educational Road Show
Mastercard is partnering with Fearless Fund to launch a grant program aimed at supporting Black women business owners in cities across the U.S. providing not only funding, but also leveraging Mastercard digital tools to help the businesses build and bolster their digital presence. The two will also embark on a multi-city educational road show in collaboration with women’s online community and digital platform, Create & Cultivate.

“We are thrilled to partner with Mastercard in highlighting women and minority-owned businesses across the country,” said Arian Simone, general partner and co-founder of Fearless Fund. “The gap in the number of minority women opening new businesses every day and the number of minority women receiving funding is astounding, and we look forward to not only reducing this disparity but also utilising Mastercard’s digital tools to help these business owners build their online presence.”

A Primetime Spotlight for Strivers Paving Their Path to Priceless
GRAMMY Award-winner and Mastercard ambassador Jennifer Hudson will help kick-off the Strivers Initiative in a new Mastercard spot where Hudson’s rendition of ‘Ain’t No Mountain High Enough’, produced by, serves as an anthem for Black women business owners across the country who are paving their Path to Priceless and whose businesses serve as pillars for their communities.

“I am fortunate to have been influenced and inspired by so many incredible Black female role models as I’ve pursued my dreams, but that’s not always the case for all Black girls and women,” Jennifer shared. “Entrepreneurship has always been a part of the American Dream and the work that Mastercard is doing to elevate these visible, strong Black Women business owners and highlight the support they’re providing our communities is hugely important to me and to the impact of future generations.”

The commercial, produced by women-owned Little Minx, with direction for the ad by Child, who leverages her work to communicate the depths of the Black experience, serves as the sound track to a visual journey that puts Black women business owners in the spotlight. The spot premieres today on primetime TV and across digital channels.

Visitors can learn more about these efforts here as well as shop Black Women-owned businesses, share their stories on social media and support their work.

Building on Mastercard’s Commitment to Racial Equality and Small Business Advocacy
An estimated 41% of Black-owned businesses across the U.S. shut down between February and April of last year according to the Federal Reserve Bank of New York, outpacing all other owner groups. Today’s commitment furthers the company's efforts to drive financial inclusion across the globe to bring more people and small businesses into the digital economy through equitable financial tools, investment and partnerships with cities across the U.S.

As small businesses accelerate digital transformation efforts in response to the pandemic, Mastercard is supporting them with tools and resources that are helping them build and enhance their digital efforts. This includes the Small Business Digital Readiness Diagnostic, a free online tool to help entrepreneurs understand their strengths and weaknesses across digital, and the company’s Digital Doors curriculum, which helps to ensure businesses have the right tools to maximise their digital presence.

Today’s announcement builds on Mastercard’s $20 million commitment to the CNote Promise Account, advancing the company’s nationwide support for Community Development Financial Institutions (CDFIs) that has already helped direct $250 million in capital flow to Black-owned small businesses in the U.S with a goal to triple that amount by 2025.

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Client: Mastercard

Campaign: Jennifer Hudson Small Business

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

Directors, Consumer Marketing: Anthony DeRojas and 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


Agency: McCann XBC

EVP - Global Executive Creative Director: Pierre Lipton

EVP - Executive Creative Directors: Pete Jones & Cinzia Crociani

Creative Directors: Caro Rebello & 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 Directors: Mat Cunnell and Daniel Mize

Account Director: Carlotta Tutt-Holloway

Account Supervisor: Ryan McGee

Senior Account Executives: Mathew Guerra and 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

Editors: Chris Mitchell and Frank Snider

Producer: Lisa Barnable

Post production

Post Production: Method Studios

Genres: People

Categories: Credit cards, Finance

McCann North America, Wed, 17 Feb 2021 17:00:45 GMT