EVP of global brand advertising Jess Ling shares how AmEx is reimagining brand-media partnerships

Business Insider

Jess Ling, the EVP of global brand advertising at AmEx, talks about pivoting the company's brand-media partnerships and how it's collaborating with entertainment properties like "The White Lotus" and "The Bear."

Transcript

00:00Amex just partnered with The White Lotus Season 3.

00:03One of the things we're really excited about is continuing these types of partnerships.

00:08We are about to launch with Season 4 of The Bear.

00:11This will be our third consecutive year partnering with Disney and the FX.

00:21And we also brought the White Lotus IP into Amex experiences.

00:26We had inspired travel itineraries on Amex travel, and we also brought co-branded food

00:32and beverage into select Centurion lounges in airports across the country.

00:36So a really interesting way for us to go from traditional advertising partnerships

00:42to really co-creating a lot of value together.

00:46And we had traditional media components to that that were very valuable for the brand,

00:50but we wrapped those in an ecosystem of integrated activation that really brought the show closer

00:58to fans everywhere. So some examples of that, we sponsored some of their biggest events,

01:04including the season finale event in Los Angeles. We curated custom events for card members.

01:11We had custom content that we ran in and around the show and distributed through social.

01:16One of the ways we've approached partnerships this year that's really exciting is we've actually

01:21pivoted from how you think about a traditional sort of brand media partnership to really co-creating

01:27and collaborating with some of the biggest entertainment properties in the world.

01:32We are about to launch with Season 4 of The Bear. And in this partnership, we do that formula again,

01:39but we continue to refine it over time. So you'll see us in a traditional sort of advertising and media

01:45component, but then you'll also see us continue to activate to bring the bear closer to its fans

01:52through custom events, custom content, and ways in which together, Amex with our partners,

01:58build an ecosystem that really lifts both brands.

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