American Express
AMERICAN EXPRESS
John Hayes CMO
Jud Linville Pres. -CEO, Consumer Services
Group
Belinda Lang VP -CCSG Mktg. Strategy
Nancy Smith Sr. VP-Global Media & Partnership
DIGITAS
Lincoln Bjorkman Exec. VP-Exec. Creative Dir.
Matt D’Ercole Sr. VP, Creative Dir.
Billy Seabrook VP-Creative Dir.
Atit Shah VP-Assoc. Creative Dir.
Jordan Bitterman VP-Media Dir.
Rich LaFauci Sr. VP-Creative Dir.
This campaign set out to shift brand perceptions, create new
relevance with consumers and tangibly demonstrate the power
of membership, that special quality that differentiates American
Express from all other card products. This initiative empowered card
members to make a positive impact in the world with up to $5
million in American Express funding. The results showed a significant
lift in brand favorability, as well as Amex’s Net Promoter scores, and
differentiated Amex by facilitating a dynamic community of passionate card members.
State Farm
STATE FARM INSURANCE
Pam El Mktg. VP
Leif Roll VP-Planning & Devel.
Mark Gibson Asst. VP-Devel.
DDB
Rick Korzeniowski Sr. VP-Group Creative Dir.
Dave Kissel Sr. VP-Group Bus. Dir.
Denise Delahorne Sr. VP-Group Strategy Dir.
Kim Brun Acct. Super.
Carol Dorf VP-Strategy Dir.
Dave Schneider VP-Acct. Dir.
OMD
TRIBAL DDB EAST
Mark Jarzemsky Assoc. Creative Dir.
NOW WHAT?
Young adults perceived State Farm as a brand that was out of
touch with people their age. The goal was to change that perception. More specifically, the objectives were to improve perceptions
of the brand and increase auto and renter policy sales production among this group. Unbranded advertising messages about
novel insurance moments prompted young adults to wonder “Now
What?” and drove them to nowwhat.com to find the answer. This
Web site was a relevant way for State Farm to interact with this audience. It changed brand perceptions and drove sales increases
that exceeded goals.
