American Express launches new global campaign about work-life integration

American Express unveiled a new global brand platform and marketing campaign that aims to reflect how people live and work today, called “Powerful Backing: Don’t Do Business / Don’t Live Life Without It.”

A global study commissioned by American Express showed that more than half of people today are living blended lives, with personal and work life deeply intertwined. The study, which was conducted in eight markets including Hong Kong, also revealed that two in three people feel they can achieve more because of this work-life integration.The campaign zeroes in on the new reality that life and business are increasingly interconnected, and the role American Express can play in facilitating that.

Beginning April 9, the 360-degree campaign will deliver both consumer and business messages at scale, with a focus on communications channels that are at the intersection of life and work. Advertising will be featured in mobile, social platforms, podcasts, connected-TV and outdoor, as well as many more. The marketing campaign begins in the U.S. and will continue to roll out around the globe in markets including Hong Kong, Australia, Mexico, Japan, the U.K. and Canada, among others. There are a number of TV spots and vignettes that can be viewed on the American Express YouTube page.

“We are witnessing a global transformation in people’s relationships with work. How they choose to earn a living, pursue their passions and move seamlessly between life and business is changing,” said Elizabeth Rutledge, CMO, American Express. “People are living rich, vibrant and layered lives and appreciate when someone has their back as they navigate this blended lifestyle.”

“While we have always been known as a relationship company, many people have considered us as only a consumer brand. Nearly 40 percent of our business comes from other businesses today – from start-ups and entrepreneurs, to mid-size businesses, to Fortune 500 companies,” continued Rutledge. “At its core, our brand platform reinforces the enduring relationships we have with our customers – who are incredibly multi-dimensional.”

The work was created by mcgarrybowen, Pentagram, Ogilvy, Mindshare and Digitas. The advertising was directed by renowned director Lance Accord, and the photography was shot by award-winning photographer Matthieu Young.