American Express launches new global brand platform in Australia via mcgarrybowen

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Screen Shot 2018-05-08 at 11.44.56 am.jpgFollowing the US launch in April, American Express has unveiled its new global brand platform in Australia – “Powerful Backing: Don’t Do Business / Don’t Live Life Without It” which underpins the company’s worldwide marketing and advertising activity.

The platform, originally created by mcgarrybowen, celebrates the new reality that life and business are increasingly interconnected, and the unique role American Express has in supporting people today.

 

The new American Express Brand platform was created by mcgarrybowen globally, localised by the Ogilvy network in partnership with Mindshare, with Ogilvy PR executing the respective paid and earned media campaign strategy. The advertising was orchestrated by renowned director Lance Accord, and the imagery was shot by award-winning photographer, Matthieu Young.

Says Naysla Edwards, vice president of brand and experiences, American Express: “As a global business with 168 years’ worth of experience, and 64 years in Australia, we’ve witnessed the transformation that’s occurred in the lives of our customers over this time. We’ve increasingly seen the lines between life and work blur and people living experience-rich, blended lives, moving effortlessly between work and play.

 

“As a company that’s built its legacy on the relationships we have with our customers, we want to show them that they can count on us to back them to live their best lives.”

 

The campaign reflects American Express’ diverse global business, which covers more than 112 million business and consumer Card Members, 18 million American Express accepting merchants, hundreds of acquirers and 120 bank partners that connect through the American Express Network across 130 countries.

 

Powerful Backing: Don’t Do Business / Don’t Live Life Without It

With the new Brand platform, American Express draws on its heritage of service, security and trust and modernises many elements of its brand iconography including refreshing the American Express Blue Box logo and visual identity and introducing a hand-drawn version of its famous Card design which will place American Express customers at its centre.

 

The 360-degree campaign delivers both consumer and business messages at scale, with a focus on communications channels that lie at the intersection of life and work. Advertising will feature in mobile, social platforms, podcasts, TV, cinema and outdoor, as well as many more high impact channels.

 

Backing Australian Music

Says Edwards: “In honour of our new Brand platform, we have announced a $1M investment in the Australian music scene in recognition of the fact that music is deeply entwined in the lives of our customers. With our work and personal lives becoming increasingly blended, music is the art-form that ties it all together – it’s the soundtrack to life and what better way to support Australians than to back something that they really enjoy.”

 

Open for applications from today, The American Express Music Backers Program seeks out businesses, venues and artists in the music industry in need of backing – whether that’s financial support, mentorship or tools to help them succeed – and connects music fans with extraordinary experiences to recognise and reward their passion. People can apply via: www.americanexpress.com.au/musicbackers

 

Iconic venue, Selina’s in Coogee has been named as the first recipient of The American Express Music Backers Program. Selina’s will host an intimate live music experience for music fans with international headliners, The Killers and local Australian music artist, Alex Cameron, tomorrow night (9 May 2018).

 

The work was created by mcgarrybowen, Pentagram, Ogilvy, Mindshare and Digitas. The advertising was directed by renowned director Lance Accord, and the photography was shot by award-winning photographer Matthieu Young.