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Bēhance

american express | platform, social & mobile strategies

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  • my lover, my killer
  • American Express’s customer experience absorbed my attentions for close to 8 years. It was an incredibly rich brand to work with, with some of the sharpest clients I have yet encountered. I was lucky enough to work on digital strategy & design for a broad array of their products & services: Membership Rewards, American Express Travel, OPEN (the Small Business group), the Blue, Gold, Platinum and Centurion Cards to name a few.
    When people ask me to point to exactly what I did on the site, I tell them, “Everything and nothing.” Because the heartbreaking part of working with these guys was integration (back-end being only the tip of the iceberg).

    A few assignments of note:
    • Re-launching the Card “store” as a retail experience.
    • Setting out a customer-centered, “membership unleashed” vision that is (supposedly) being implemented.
    • Working with their Labs group to (among other things) create (a) an iPhone app that will call a taxi at the touch of a button, (b) a pop-up traveler’s map using Microsoft’s Surface, (c) a widget that collected together all benefits and offers into one cool little package and (d) launching the so-called ’4D’ Card activation experience that used sound and 3D design to drive some of the best metrics they had seen to date.
    • Working with Ellen DeGeneres and her writers to launch an online extension to her first “My Life. My Card.” ad.
    • Working with the Travel, Membership Rewards and Interactive teams to redefine the digital travel offering for the enterprise.
    • Launching the very first Membership Rewards online catalogue.
    • Doing all of the online ads and other activation work for the launch of Blue.
    • Developing an activation and engagement strategy for new Cardmembers across phone, mail, email, online based on how we fall in love (no kidding.  I worked with Sara Brito on this one – she is a genius…)

    Lots and lots. I could talk about these guys for HOURS.  A treat of a brand, and as motley a band of clients I have had the pleasure to come across.  I miss them still…