American Express

Client: American Express

Role: Lead copywriter under Creative Director Jason Barbacovi

Year: 2021 — 2023

Credit cards can feel complicated. What do my reward points mean? How do I add additional cardholders? What permissions do they have? And what exactly does Marriott have to do with all of this?

American Express wants their cardmembers to feel empowered to “upgrade the way they spend”— and this means having a clear understanding of how to get the most out of their card.

Email copy that could break through the noise of cardmember inboxes (while adhering to stringent legal guidelines) was essential—

And identifying seasonal and cultural cues within a strict character count was the key to increasing click-through rates and associated user actions across 12 different campaigns.

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