American Express - Don't Live Life Without It

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The American Express brand was losing relevance with a new younger audience who increasingly perceived it to be an exclusive “members-only” club for older generations. Moreover, the category had increasingly become functional, transactional, and short term.

We repositioned and relaunched American Express globally with a new brand platform to transition the company from being a brand focused on the prestige of “belonging” to the supportive benefits of “backing.” Leveraging our proprietary data sources and through a global research programme, we understood that the American Express audience seeks to define themselves by their own rules and don't want to be part of a club that removes their individuality. Furthermore, while this new audience are driven by experiences, they crave security and support.  Recognising the need for security to live life to the full, we developed American Express’ new brand platform “Don’t Live Life Without It” for B2C and “Don’t Do Business Without It” for B2B.

Since we’ve been working with American Express they’ve seen their share price, revenue and profit grow to the highest levels in the brand’s history

Reached 23rd in Interbrand’s ‘Best Global Brands’ 2019 

Double-digit growth in customer acquisition through site and search 

Double-digit increase in earned media and social currency

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dentsu mcgarrybowen London

dentsu mcgarrybowen London is a creative communications agency based in London, operating as a global creative hub within the Dentsu Aegis Network. We believe big organising ideas have capacity to drive everything a brand does; from what it says, how it behaves, and where it appears to the utility and experiences it provides. Our approach to the challenges our clients face is fluid and flexible. No one size fits all, but instead bespoke teams are built around our clients and their needs from across our broad church of network expertise, who swarm together around client problems, as one seamless team.

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