American Express

With staff numbering tens of thousands, American Express faces formidable human resources challenges. Believing that call centre staff felt underpaid, we were asked to develop a ‘campaign’ that positioned Amex favourably against other employers’ payscales.

Our research, however, revealed that it wasn’t ‘all about money’ and that staff actually felt undervalued and disengaged.

Our solution was to create an Online Career Development portal, ‘You’ offering clear, easy to find career opportunities while simultaneously giving each individual the opportunity to personalise their achievements and maintain their own career record.

The project was deemed so successful that it went global within 1 month (The American Express average is 6 months) and employee retention improved significantly.

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So... where do you start to brand a city?
What do your customers really think of you?
Is your marketing as effective as it could be?
How can you get your staff to be more engaged with your organisation?
What do your stakeholders think your brand proposition is anyway?
What really makes you different, what is your USP?