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the brand relaunch was triggered by a need to better reflect the changing nature of business and personal activity, and to ensure customers saw a consistent platform and information no matter where they travelled, or which channel they were exposed to.The new-look logo and brand identity is also designed be more digitally appropriate.She has worked in various corporate industries and NGOs internationally and locally.She is passionate about inspiring & encouraging young people to achieve their best.The brand platform was devised in partnership with mcgarrybowen globally and localised via Ogilvy in conjunction with Mindshare.

AMEX has partnered with local players such as Live Nation, AEG and Sounds Australia as part of the program.She is known as “Bev the Brave” because she is the only Columban brave enough to bungee jump at the Columba year-end function.has over has 8years’ experience in sales & marketing with a Master in Business Administration (MBA).AMEX has kicked off media activity through all channels simultaneously, debuting three TVCs locally – ‘Manifesto’, which reflects on company heritage; ‘The world awaits’, which is how the brand supports customers in big and small ways; and ‘Balancing the balance; which concentrates on that hybrid lifestyle.Edwards noted the local team employed Australian actress, Rachel Griffith, to do the voiceover for the latter creative.

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It’s also designed to reflect American Express’ global offering, which encompass 112 million business and consumer card members; 18 million merchant partners; plus hundreds of acquirers and 120 banking partners across 130 countries.

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