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CASE STUDY: 'Project 'Buddy' runner up for Best internal marketing campaign for American Express

American Express (Amex) wanted to ensure that all 700 employees of Global Commercial Card (GCC), Europe, Middle East and Africa (EMEA) felt that their views were recognised and valued to increase their levels of engagement in the company. It aimed to provide answers to questions raised in an employee conference earlier in the year, and to maintain a constant two-way flow of information.

Amex also needed an innovative communication tool to develop key points to the sales and account development community on the new Platinum Card which would come directly from Brendan Walsh, EMEA's senior president.

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