John Bennett
Creative Director - Defender of Storytelling
American Express
Background: When we got the word that American Express wanted to create a digital travel rewards program built on a content-engine-based platform, I knew our speed and creativity would give us an edge over the much bigger agencies in the hunt. So when the door opened, we stuck our foot in and never looked back.
The Work: “The My Life. My Card. My Timeshare” campaign packaged expert vacation property advice into an immersive digital experience that prompted lots of bookings. The “My WishList” limited-time, online shopping experience secured sell-out partner exposure to an audience of highly sought after Amex cardholders.
Results: All sites nailed the client goal of being easy to spinoff, update and rollout in multiple languages. “My WishList” generated ROI as high as 20:1—no, that’s not a typo.
Biggest Lesson Learned: When it comes to convincing brand-name clients to take a chance, pitching the best big idea is more important than the size of the agency.
FEEDBACK
“Having John on your team gives you confidence in your work, especially if you are willing to take risks and present smart, strategic thinking. Clients get addicted to his ideas, passion, candor and approach.”
—Townsend Belisle (Colleague)
Executive Producer at Haystack
