Challenge

With new digital banks like Revolut an Mozo entering the market, the perception of Amex had moved to corporate, a bit dull and falling behind the curve. New tools and features would fill the tech gap, our task was to use these to change brand perception to ‘innovative in FinTech’.

INSIGHT

We weren’t just talking to one audience. Both C-suite decision-makers and hands-on program administrators played a key role, but had very different needs. The solution needed to feel cohesive, while being able to flex to resonate with each group.

SOLUTION

Smart and Easy, a concept based on the newly launched tools and feautures, gave us a clear narrative that allowed us to speak to both audiences with tailored emphasis.

• For CMOs and senior decision-makers, the focus was on smart: highlighting improved insights, advanced controls, and stronger security.

• For Program Administrators, the hands-on users of the software, we leaned into easy, showing how the updated tools simplified workflows, saved time, and reduced hassle.

The campaign was fully integrated across digital, email, and targeted content, combining clean, confident creative with strategic targeting.

A key part of the campaign was the launch of Amex’s first studio based webinar series. A new way to connect with their audience that proved to be highly successful.

The results? Exceeding engagement and conversion benchmarks across EMEA, and now rolling out across the US and APAC.