Experiential Brand ID // Experiential Marketing // Live Events // Social Media // Sponsorship

AMERICAN EXPRESS HAS ALWAYS EXTOLLED THE VALUE OF BELONGING. You don’t simply have a credit card. You’re a Cardmember. But, to Millennials, that exclusivity didn’t sit well. At the time, the median age of a Cardmember was 56. Problem. The brand was not replenishing its ranks as older Cardmembers “left” the ecosystem.

In a three-year period, we transformed AmEx’s high-touch sponsorships from their analog affect to digitally-amplified live events. In that same period, the average age of a Cardmember dropped from 57 to 48. Through talent, content and immersive experiences, fans — tennis, music, golf, fashion — got closer to the action with access before unseen.

The “Next” platform — initially created for the US Open and its series of tennis tournaments throughout the country — became the benchmark for a talent strategy and give-back initiative in other AmEx verticals influencing the creation of the long-running Unstaged, the integration of CFDA winners into Fashion Week, as well as the USGA and PGA’s tournaments and clinics.

AmEx even went straight for Millennials in a years-long activation at music festivals from Coachella to Bonnaroo. Through a co-branded effort with SPIN, we created experiences in which bands walked literally off-stage into our tents for Q&As with festival-goers and penultimate selfies.

As executive creative director // Momentum Worldwide // NYC // 2008-2011