Mastercard - Room for Everyone / Where To Start (case study)

Mastercard launched "WhereToStart," a digital tool to help Polish and Ukrainian businesses identify optimal locations to open shop using a complementary business data model. Part of the 'Room for Everyone' initiative, it builds on the successful 'Where to Settle' platform, which earned the SDG Grand Prix and Titanium Lion at Cannes.
With over 310,000 new companies in Poland in 2022 and 1,000 new businesses daily, many of which are Ukrainian, "WhereToStart" aims to support this entrepreneurial growth. It helps entrepreneurs find the best location for their businesses using anonymized Mastercard spending trends and additional data like street traffic and noise levels. This tool, free of charge, offers information previously available only to large companies.
“Choosing the right location is crucial for business success. 'Room for Everyone' aims to support small and medium-sized entrepreneurs from the start,” says Marta Życińska, general manager of Poland, Mastercard Europe.
WhereToStart is user-friendly, requiring no registration, and works on both mobile and desktop devices. It provides insights into business potential, surroundings, and complementary businesses, helping users make informed decisions. It covers 37 major Polish cities and includes access to commercial property listings, thanks to a partnership with the Morizon-Gratka Group. Data is aggregated and anonymized according to Mastercard's secure processing rules, ensuring user privacy.
AWARDS
Cannes Lions 2024
- Creative Data Grand Prix
- Gold in Direct
- Silver in Creative B2B
- Shortlisted in the Dan Wieden Titanium category
CREDITS
Brand: Mastercard, Poland.
Creative Agency: McCann Poland, Warsaw.
Production Companies: Craft London and New York, Dynamo Film Warsaw.
Mastercard
Communications Director: Anna Marciniak.
Consumer Marketing Manager: Ewelina Różycka.
Consumer Marketing Manager: Małgorzata Szczerbińska.
Data Insights Department Lead: Marek Kolano.
Data Science & Spatial Data Expert: Konrad Kujszczyk.
Data Science Lead: Rafał Czapski.
Executive Vice President, Marketing & Communications, International Markets at Mastercard: Beatrice Cornacchia.
General Manager Poland: Marta Życińska.
Head of Marketing and Communication Poland, Czech Rep & Slovakia: Jerzy Hołub.
Marketing Manager Mastercard Advisors: Yaryna Zozulia.
Chief Marketing & Communications Officer Mastercard: Raja Rajamannar.
McCann Poland
Account Supervisor: Anna Sokołowska.
Art. Director: Barbara Olech.
Broadcast Producer: Damian Szojda.
Copywriter: Anna Posuniak.
Creative Director: Bartosz Jeglejewski.
Graphic Designer: Kamil Rekosz.
Managing Director & Executive Creative Director: Marcin Sosiński.
Motion Designer: Magdalena Bąk.
Senior Art. Directors: Adam Głowacki, Paweł Cholewa.
Senior Copywriters: Ignacy Kotkowski, Kamil Kuć, Mateusz Gaca.
Senior Strategist: Michał Sławiński.
Traffic Manager: Jędrek Zamorowski.
McCann Worldgroup
Brand Director Europe (Mastercard): Tom.
CEE Regional Creative Director, Chief Creative Officer McCann Romania: Catalin Dobre.
Creative Excellence Manager, Europe & UK: Alice.
Executive Creative Directors Europe: Costin Bogdan, Luca Corteggiano.
Global Chief Creative Officer: Javier Campopiano.
Global Executive Creative Director, Chief Creative Officer McCann Europe: Adrian Botan.
Global Product Excellence Director: Carmen.
McCann XBC
Associate Creative Director: Bec Matlioski.
Associate Design Director: Nicole Byrne.
Associate Director, Project Management: Lexi Vogler.
Business Director: Claudine Gueriaux.
Creative Director: Bhanu Arbuaratna.
Design Director: Max Henderson, Bhanu Arbuaratna, Nicole Byrne, Travis Bonilla, Matt van Leeuwen.
EVP, Head of Strategy: Oriol Bombi.
Managing Director Poland: Małgorzata Tereszczenko.
President McCann XBC & Chief Client Officer McCann North America: Veronica Bertran.
SVP Group Creative Directors: Chad Baker, Ethan Schmidt.
SVP, Executive Account Director: Mat Cunnell.
Craft London and New York
Assistant Editors: Avery Mandeville, Nicola Haffenden, Plum OKeeffe.
Editors: Aindreas O'Gallchoir, Ilya Katsap.
Executive Producer: Dan Priore.
Motion Designer: Simon Harris.
Producers: Shawn Sobers, William Kaplan.
FP7/McCann Dubai
Associate Creative Director: Jonathan DaCruz.
CCO: Federico Fanti.
Motion Designer: Guilherme Silva.
Senior Copywriter: Liam Galt.
Senior Creative Director: Paulo Tavora Engler Pinto.
Senior Editor: Deydson Rocha.
Dynamo Film Warsaw
CEO and Executive Producer: Maciej Maciantowicz.
DOP: Iwo Rachwał.
Film Director: Tomasz Okulicz.
Producer: Anna Łopat.
Solski Communications (local PR agency)
PR Managers: Iwona Nawrocka-Kilinowska, Aleksandra Gołda.
Morizon-Gratka Group (Partner of Where to Start)
Head of PR & Communication: Artur Osak.
Brand New Galaxy (digital agency)
Senior Account Manager: Aneta Bebelska.
Senior Project Manager: Izabela Łabuńko.
Carat Poland (media agency)
Client Partner: Paulina Jaszczak.