For The Drum’s Finance & Utilities Focus, Amex’s partnership boss shares how the company wants you to see it as an experiences business, not a bank, and how brand deals make or break this strategy.
American Express has been thought of as a bank for being for affluent people, for businesses and for travel. The company is trying to change those perceptions. One way it is doing this is by broadening out where it turns up.
Glenda McNeal is chief partner officer at American Express. Speaking at HubSpot Inbound, she revealed her strategy and shared her approach to forging deals with other brands.
“American Express is an experience and access brand, not just a credit card,” McNeal says. Music, sports, travel and retail are the focus with major deals with events like the US Open and Coachella as well as BTS Hyde Park and lounge access at venues such as the O2.
F1 is a key strategic …