We needed to reposition American Express Business to appeal to mid-market, the only growing segment, and defend against upstart disruptor brands, not just traditional banks. To do so, we chose to show up differently by adopting a more human, relatable, and impact-driven tone, away from Amex's stuffy image.

Key insight: ideas are only as good as one's ability to execute them. Getting business done is the priority but internal barriers like lack of money or transparency are the real problems. This became the focal point of our platform and campaign.

We skipped the false promises and spoke to real obstacles: slow funding, meeting fatigue, and business jargon. Embracing digital culture and language, we told people plainly how we could help: with money not defaulting to jargon. 

Our social-first campaign used modern business clichés to resonate with small / midsize business owners. We highlighted daily frustrations and flipped these pain points on their head. It even drove exceptional ROAS lifts of +234%.\