JONATHAN KOFFLER

AMERICAN EXPRESS My life. My card.

American Express was about to do something they had never done before, sell their name. For the first time they were going to allow banks to issue American Express cards. This would mean a massive proliferation of cards and less control over marketing. For an aspirational brand built on a sense of exclusivity and integrity it was a huge risk. Our job was to make it like it never happened. ‘My life. My card’. not only did that, it helped achieve the highest brand perception ratings ever.