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CASE STUDY: American Express produces animated video to reach staff

American Express (Amex) wanted to ensure all 700 employees of Global Commercial Card EMEA felt their views were recognised. It aimed to provide answers to questions raised in an employee conference earlier in the year and maintain a constant two-way flow of information.

It also needed a communication tool to deliver key points to the sales and account development community with regards to the new Platinum Card, which would come directly from Brendan Walsh, EMEA's senior vice president.

The audience included many European nationalities and an array of job functions. Amex hoped to create a viral effect that would take the communication across business units and the globe.