Comments on: CM Summit: Help Me Interview Amex CMO John Hayes http://battellemedia.com/archives/2010/06/cm_summit_help_me_interview_amex_cmo_john_hayes.php?utm_source=rss&utm_medium=rss&utm_campaign=cm_summit_help_me_interview_amex_cmo_john_hayes Thoughts on the intersection of search, media, technology, and more. Thu, 23 May 2013 12:55:00 +0000 hourly 1 http://wordpress.org/?v=3.4.1 By: Belinda http://battellemedia.com/archives/2010/06/cm_summit_help_me_interview_amex_cmo_john_hayes.php#comment-2046 Belinda Sun, 06 Jun 2010 05:57:05 +0000 http://battellemedia.com/archives/2010/06/cm_summit_help_me_interview_amex_cmo_john_hayes.php#comment-2046 <p>I am interested in American Express's new creative agenda, of which we are seeing evidence in Australia.</p> <p>American Express are currently sponsoring a range of events and initiatives that encourage creativity and enjoyment (these are not usually words associated with credit card companies). For example, AMEX recently arranged to have 50 easels set up for adults and children, with free paint and canvases, in a central park in St Kilda, Melbourne's arts and bohemian centre. No catch, minimal branding. Very impressive.</p> <p>Is this a trend and if so, what new image is this helping reposition AMEX for, and to which demographic?</p> <p>PS It's worked on me :)</p> <p>Belinda Foulds</p> I am interested in American Express’s new creative agenda, of which we are seeing evidence in Australia.

American Express are currently sponsoring a range of events and initiatives that encourage creativity and enjoyment (these are not usually words associated with credit card companies). For example, AMEX recently arranged to have 50 easels set up for adults and children, with free paint and canvases, in a central park in St Kilda, Melbourne’s arts and bohemian centre. No catch, minimal branding. Very impressive.

Is this a trend and if so, what new image is this helping reposition AMEX for, and to which demographic?

PS It’s worked on me :)

Belinda Foulds

]]> By: Norbert Mayer-Wittmann http://battellemedia.com/archives/2010/06/cm_summit_help_me_interview_amex_cmo_john_hayes.php#comment-2045 Norbert Mayer-Wittmann Fri, 04 Jun 2010 16:47:41 +0000 http://battellemedia.com/archives/2010/06/cm_summit_help_me_interview_amex_cmo_john_hayes.php#comment-2045 <p>Q @Hayes: What does "open.com" mean to American Express? Have you encountered different views of this concept, and how have you engaged with those who hold such alternative interpretations? Are there any other / related concepts which are of central interest to the company? Which other foci of attention is the company considering becoming more engaged with?</p> <p>:) nmw</p> Q @Hayes: What does “open.com” mean to American Express? Have you encountered different views of this concept, and how have you engaged with those who hold such alternative interpretations? Are there any other / related concepts which are of central interest to the company? Which other foci of attention is the company considering becoming more engaged with?

:) nmw

]]> By: Dan http://battellemedia.com/archives/2010/06/cm_summit_help_me_interview_amex_cmo_john_hayes.php#comment-2044 Dan Fri, 04 Jun 2010 16:00:51 +0000 http://battellemedia.com/archives/2010/06/cm_summit_help_me_interview_amex_cmo_john_hayes.php#comment-2044 <p>John, my buddy/biz partner Andy Gadiel, said I should meet you at WOMMA, but you missed the trip.</p> <p>Anyway, I think you should ask the AMEX CMO about the opportunities to leverage purchase behavior data to deliver the most relevant email messages to customers that want to receive them. Seems to me they ought to be able to do a great job here, but I don't see it from them.</p> John, my buddy/biz partner Andy Gadiel, said I should meet you at WOMMA, but you missed the trip.

Anyway, I think you should ask the AMEX CMO about the opportunities to leverage purchase behavior data to deliver the most relevant email messages to customers that want to receive them. Seems to me they ought to be able to do a great job here, but I don’t see it from them.

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