American Express: Realise the Potential
American Express: Realise the Potential
American Express is a brand built on great service.
MAKING AMERICAN EXPRESS MATTER
American Express is a brand built on great service. This is one of the cornerstones of the brand message which Ogilvy wanted to communicate. It is this dedication to service which enables their Cardmembers to get more out of the card and therefore more out of life.
This makes Amex more than just a card. And this service makes their Cardmembers feel more than just a customer. But not everyone thinks it’s a card for them. We needed to make Amex relevant and compelling for modern needs and desires. Thus making AmEx matter to its Cardmembers.
By taking global insights and working closely with local stakeholders, I was able to create relevant social content for audiences in 52 markets globally that stayed true to the brand platform and created cost savings of over $1.5 million.
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