Restructured American Express's Ambassador programs diversifying our creators and integrating them into brand messaging and programming. The shift in strategy resulted in two awards and some of American Express's most effective programming to date.
The program focused on emphasizing culture to further American Express as a lifestyle brand rather than a financial institution. To do so we highlighted authentic moments to integrate American Express into cultural conversations leveraging premier partnerships and talent to connect with consumers.
Work Completed: Built a revised framework to work with creators as partners for American Express integrating them into experiential and brand strategy. Produced content for below-the-line media channels, conducting brand studies based on IAT reports to optimize marketing initiatives year-over-year.
Key Accounts: Platinum, Experiences (major music festivals, concert tours, sports moments), Shop Small, Green Launch, Pride, NBA, Collective, and Advisory Boards.
Positioned American Express as one of the premiere sponsors for the NBA by identifying cultural parallels between streetwear, and music to bolster awareness and create exclusive Card Member Access.
The #AmexAmbassador program was created to raise awareness of Card Member benefits. To create mutual value and purpose, we optimized the framework of partnerships integrating personal endeavors to further position American Express as a lifestyle brand.