After winning the Global American Express pitch at Dentsu, my responsibilities quickly grew into leading all the creative teams in the network and executing the campaign launch around the world with multiple agency partners.
We built a global platform that tapped into American Express’ heritage of being a relationship company. One that was uniquely positioned to support consumers, businesses and merchants, in the new reality of how lives are increasingly interconnected. Amex’s CMO describes the platform as “building a guiding principle for how American Express treats our customers, colleagues, and partners, and how we develop new, innovative products and services to deliver on our vision to provide the world’s best customer experience across all the customers we serve.” No small ambition, yet a truly inspiring northstar that will continue to guide the teams around the world for the next five-10 years.

The campaign delivered both consumer and business messages at scale, with a focus on communications channels that are at the intersection of life and work. Advertising is featured in mobile, social platforms, podcasts, connected-TV and outdoor, as well as many more mediums. The marketing campaign began in the U.S. and rolled out around the globe in the markets of Hong Kong, Australia, Mexico, Japan, the U.K. and Canada, among others. From print, digital, social, mobile, OOH, 60-second launch anthems to 6-second social videos; there were over 200 pieces of content produced for the launch.