Background & Strategy
Mastercard MENA tasked us with their most ambitious project to date, to create a 10 part-series highlighting financial inclusion and their journey towards connecting 1 billion people to the digital economy by 2025. Working end-to-end across the podcast from strategy to distribution, we managed the whole process across three continents, with teams both on the ground and remote.
Award-winning journalist Fifi Peters was our host as we looked to create a series of one-on-one discussions with some top experts in the Middle East and Africa.
Targeting the international business community, both big and small, this series focused on everything from making the digital economy work for everyone, everywhere, to unleashing the potential of the digital economy in MA, to fueling FinTech’s and understanding the new customer.
While the overarching objective was to highlight the extensive work Mastercard are doing to bring the unbanked into the digital economy, it also spotlights small businesses across MENA that are working towards change and prosperity.
A comprehensive promotional program was also developed, including media partnerships with Business Insider, which would reach thousands of listeners both in MENA and beyond.
https://www.mastercard.com/news/mea/en/perspectives/en/2021/journey-to-one-billion/