CLIENT
American Express Company
John Hayes, CMO
Diego Scotti, VP Global Advertising
Cate Scaglione, Dir. - Global Advertising
Peggy Maher, SVP Charge Card
Simran Kalra, VP Charge Card
AGENCY
Liz Oliveri, Management Supervisor
Joe Frydl, Partner - Planner
Andrea Scotting, Copywriter
Doreen Fox, Art Dir.
Alice Mintzer, Executive Producer
David Apicella, Co-Creative Head
Joe Johnson, Creative Dir.
Josh Tavlin, Creative Dir.
Simon Pearce, Executive Group Dir.
Kevin Amter, Print Creative Dir.
Digitas
Mindshare
Endeavor (Talent Agency)
Momentum (Experiential Agency)
SUMMARY
We identified a segment of high-value consumers who should've been carrying the American Express card but weren't. Although it was clear they respected the American Express brand, it turned out classiccues of success and what it means to live the good lifeweren't connecting. Our solution? A product and communications program built from the ground up... one that acknowledged their values and the idea that the good lifemeans many different things to different people.
