Interview: American Express Brand Transformation Attracts Gen Z

Published on July 29, 2024

Snapshot: Speed of Culture host Matt Britton interviews Mary Ellen Jelenek, former SVP of Global Brand Marketing and Sponsorships at American Express, to discuss how American Express has evolved into a lifestyle brand through experiential marketing and customer insights. 

Over her tenure spanning 24 years, Jelenek highlights Amex’s strategic use of live events and partnerships, such as the Venue Collection and sports sponsorships, to enhance customer engagement and loyalty. She emphasizes the brand’s adaptation to consumer trends, particularly with younger demographics, by leveraging data-driven strategies and content creation to expand its cultural relevance and global footprint.


Key Quote: “If we think about American Express, we really think about ourselves as being in the business of membership.” Mary Ellen Jelenek, SVP and GM, Global Client Group, Global Merchant and Network Services, American Express

Full story: ADWEEK

Other news

UK Abrdn Faces ‘Corporate Bullying’ Over Rebrand Criticism

July 26, 2024
Abrdn's rebranding, which involved removing vowels from its name, has drawn ongoing criticism that the company’s chief investment officer has condemned as "corporate bullying," despite CEO Stephen Bird’s defense of the change.

Kristin Sweitzer Appointed MD of Merchant Services at Wells Fargo

July 29, 2024
Wells Fargo has tapped Kristin Sweitzer to serve as Marketing Director of Merchant Services. Recently, she held the post of Marketing Director, Small Business Credit Card.