Solution: NAS performed an on-site Demand Health Check at MasterCard's headquarters, to learn more about the company's employment proposition and supplier-diversity initiatives. We also contacted our partners at McCann Worldgroup for a comprehensive overview of the "Priceless" campaign, its evolution, branded principles and future direction.

We developed two complementary campaigns - one aimed at employment candidates, one at minority- and women-owned businesses (MWBEs). Each series of ads featured engaging photos of individuals of different sexes and cultural backgrounds, and a "Priceless" headline that highlighted the individuality of the reader, making the case that MasterCard not only respected, but required that type of individuality to succeed. This made a compelling promise of inclusion and helped to paint a picture of MasterCard as an organization where the diversity commitment rings true.

Each concept was vetted by Joyce King Thomas, the chief creative officer at McCann who created the initial "Priceless" campaign. Her insights and comments allowed NAS to create recruitment- and supplier-focused messaging that was also on-target with the overall MasterCard brand.

Results: MasterCard is extremely pleased with the ability of both of these campaigns to promote a most positive diversity message - branding the company not only as a great place for everyone to work, but also a great place for MWBEs to grow their business. These compelling ads were used in magazines and trade publications, and were also turned into posters for the corporate offices to remind employees of MasterCard's ongoing commitment to include the vision of many individuals in their success.