Unlocking the Secret
American Express is a global leader in financial products and securely within the top 15 most valuable brands in the world
As part of our brand strategy and marketing communications work, we were asked to develop a high profile ad campaign for Corporate Card and Purchasing Card for full page placement in the FT.
We identified that the audience saw commercial cards as a means of payment rather than a powerful data capture and reporting tool. We developed the Unlock the Secret campaign which invited readers to look behind the plastic.