From Leading the Global Pitch to Orchestrating the Brand's First Unified Platform
The Challenge: American Express was losing relevance with core audiences, competitors were stealing their product playbook, and a fragmented global messaging strategy limited the brand's relevance outside the US. To remain relevant the brand needed to move from transactional rewards to emotional value, evolving the iconic "Membership has its privileges" into a modern promise of support.
The Solution: I was an integral member of the pitch team that secured the global brand work for mcgarrybowen (winning the business from a 50-year incumbent). Following the win, I led the effort to build the account structure and ultimately launch "The Powerful Backing of American Express" — the first global platform in the brand's history. This was a massive operational feat, involving a full-scale global production that customized scenarios and talent for the US, UK, Canada, Australia, Mexico, and Japan, ensuring local resonance while maintaining a singular global voice.
The Result: Successfully unified American Express’ global creative strategy under one umbrella for the first time, streamlining operations across three major business units.
Global Consistency: The brand platform was rolled out to more than 28 countries and translated into 15 different languages
Operational Excellence: Delivered a modular, global localized, high-production campaign across six distinct global markets simultaneously.
Account Leadership: A functional account structure with teams organized around distinct objectives and growth pillars, that yielded a 30% organic growth over 3 years
Business Growth: We grew the clients' business and the agency's business every year, except in 2020
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