AMERICAN EXPRESS BUSINESS
From December 2014 – May 2015, Dan Sayer and I refreshed Amex Business's 'Take Charge' campaign into 'Some things just work better with Charge'. This involved developing the concept and rolling it out across their website, banner ads, LinkedIn posts, eDMs and other collateral.
In this idea, we argued that despite their differences, there are some factors that are essential for every small business – email, a mobile, a reliable Internet connection. A business could probably survive without these things. Maybe. But they’d be doing themselves a huge disservice and giving their competition a free hit. Likewise a small business could survive without a Charge card, but why would you?
N.B. other examples of American Express consumer-facing digital also included.