DRAFT AT 20: TRANSLATING THE AMEX MESSAGE IN A FRESH WAY: NEW INSIGHTS INTO CUSTOMER BASE, DIFFERENT APPROACH CITED

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John Hayes

Exec VP, Global Branding & Advertising

American Express

Working with Draft Worldwide is truly a partnership. They listen well, and collaborate well. More important, they translate what they hear into effective marketing.

When we first began to work with Draft, in September 1996, we were looking for a fresh perspective on some of our long-standing programs. They quickly demonstrated a great understanding of our needs and have learned about our complex business very quickly.

Draft has brought us a fresh perspective in two main areas: One, in helping us find new insights into our customers and our prospects; and second, in the new and different ways they're presenting some of our products and services to customers.

Take-Ones Changed

For example, they've redesigned our "take-ones---our free-standing acquisition pieces, placed in restaurants and retail outlets, containing forms to apply for the American Express card. These are a long-standing cornerstone of our card business, and Draft gave them a fresh, clean look that we've found is appealing to a broad segment of our prospective customers.

Opportunities pushed

Also, they have maximized some of our opportunities for our co-brand and membership rewards programs by coordinating our customer communications-our newsletters, program guides, etc. They've helped us develop a more streamlined look, with clear messages that focus on our customers' needs. In addition, they redesigned our membership rewards annual program guide, and we were very pleased with that.

Overall, they've been very effective in achieving a delicate balancing act: creating innovative marketing materials while at the same time helping us build our brand. Their ability to do that has been very important to us.

The chemistry between Draft and our staff has been very strong. In a short time, we have expanded that relationship, based on the work they've done, as well as on the people. We're pleased with that relationship, and we look forward to many more years of success with Draft.

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