AmEx’s Marques Zak on launching the first brand-hosted watch party for the BET Awards

Ad Age is marking Black History Month 2024 with our fourth-annual Honoring Creative Excellence package. (Read the introduction here.) Today, guest editor Sheereen Miller-Russell turns the spotlight to Marques E. Zak, head of multicultural marketing at American Express, who writes about the “boundless possibilities when curiosity meets imagination in the realm of brand marketing.” Growing up in Houston, Texas, I always asked questions in class and encouraged my peers to think outside the box. I’ve remained curious and have consistently operated at the intersection of “What if?” and, subsequently, “Why not?” Imagination and unapologetic boldness are integral characteristics of my life and guiding principles to bring my creative projects to life. As a marketer at American Express, I am always thinking about how to reach people in new and innovative ways that might be unexpected from a 174-year legacy brand. When I think about effective brand marketing, I reference something I learned during my CPG days—the importance of building multiple brand touchpoints into a campaign. Consider the strategic placement of chips in various locations in the grocery store, from the entrance to the checkout register. Consistently delivering messaging can subtly shape consumer decisions. This strategy was one of two grounding insights for a pivotal creative project during my career: “The American Express Watch Party at the House of BET.” We knew we wanted to embed ourselves into the BET Awards 2023. The question was how to do this in a way that we could show up powerfully across multiple touchpoints while joining forces with BET to celebrate Black creatives and immerse guests in Black culture. While I workshopped this initial idea with the team, I also knew the concept had to be rooted in community. There is an intrinsic power in gathering people together over shared moments, and backing communities is core to American Express’ DNA. With that as a second grounding insight, I imagined what it might look like to create a physical experience that would show people in Los Angeles and viewers at home why the BET Awards are better #withAmex. Read more essays celebrating Black creative excellence here By conceiving and implementing the first-ever brand-hosted watch party in the history of the BET Awards, we immersed ourselves into the live show and brought together musical artists, entertainers and culinary tastemakers. Our host, actress and entrepreneur La La Anthony, also reminded viewers at home during the show to vote for the Viewer’s Choice Award presented by American Express live from the Watch Party. With this approach, we scaled our 500-person Watch Party to 3 million-plus viewers at home. The Watch Party also featured a live music performance by recording artist 6lack, and local Los Angeles DJ Earry Hall curated the musical soundtrack to the experience. “The American Express Watch Party at the House of BET” was a testament to the boundless possibilities when curiosity meets imagination in the realm of brand marketing. Not only did it spotlight the enduring power of community—captivating audiences and attendees—but it also showcased the resonance of having an impactful brand presence. The project reminds me to this day to always ask “What if?” and “Why not?” in all that I do. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

AmEx’s Marques Zak on launching the first brand-hosted watch party for the BET Awards

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