Business Genre: Corporate

Since their earliest days, they’ve strived to find new ways to enrich their customers’ lives, have their backs and providing their special brand of service, in ways both big and small.

Even as their business transformed – from freight forwarding to travel to cards to innovative digital products and services – one thing has remained constant: their unwavering commitment to earn their customers’ loyalty for the long haul.

That standard of excellence guides them today.   They promise to understand, respect and back their customers, and help them on their personal journeys. Because when their customers thrive, so do they.

Our Task

Responsible for entertainment and content marketing strategy for the My Life. My Card. American Express was about to sell something it had never sold before, it’s named. For the first time, it was going to allow banks to issue American Express cards. This would mean a massive proliferation of cards and less control over marketing. For an aspirational brand built on a sense of exclusivity and integrity, it was a huge risk. Our job was re-affirm the identity of American Express in the light of this. The My Life, My Card campaign was created to do just that. It worked and resulted in the highest awareness the brand had achieved in many years.