American Express backs Australian businesses with new content campaign via CX Lavender

American Express is backing Australian businesses and the brave individuals behind them with the launch of the American Express Idea Exchange initiative, created in partnership with CX Lavender.

World-renowned businessman, entrepreneur and Shark Tank star Andrew Banks has partnered with American Express for the Idea Exchange, which encompasses intimate workshops and larger seminars across Australia as well as a series of six content videos offering advice and inspiration to help small and medium-sized businesses thrive and grow.

VIEW THE INTRODUCTORY CONTENT VIDEO

Watch the web series on the Idea Exchange landing page here.

In addition to the web series starring Andrew Banks, the American Express campaign, executed with CX Lavender, includes eDMs, digital advertising, social media and a campaign landing page. All content drives the audience to the landing page where they have the opportunity to sign up for the seminars and enter a competition to win a spot at the workshops.

The aim of the Idea Exchange is to offer American Express business card members additional value beyond the core product of business cards.  The events will give business owners a unique opportunity to come together to share their collective wisdom, experiences and ideas with one another.

Says Ryan Stubna, ECD and associate partner, CX Lavender: “Together with American Express and Andrew Banks, the Idea Exchange gave us the opportunity to truly bring to life American Express’ commitment to providing powerful backing to its card members. Running a business can be a lonely and high-pressure existence without a vibrant support ecosystem offering advice, guidance, validation and a vote of confidence, so we’re proud to be part of this initiative.”

Says Peter Likoudis, vice president marketing, American Express Global Commercial Services for Japan & Asia Pacific: “With the launch of the new American Express ‘Powerful Backing’ brand campaign earlier this year, we wanted to create an initiative that tangibly demonstrates how we back our business customers and support their efforts to grow and attract new customers.  These American Express-only events are testament to the extraordinary experiences and benefits that come with being an American Express card member and will allow businesses to build valuable connections and generate new ideas they can apply to their businesses.”

Says Banks: “Business owners never stop; to succeed they must stay curious and ask the right questions. But it can feel overwhelming. It’s also important to realise you’re not alone and that you can’t do everything yourself. You’ve got to proactively create the time to step back. The Idea Exchange is a great way for business owners to take time out from being ‘in’ their business and to reflect on the experiences, success, learnings and ideas I can share, plus those of their peers in the American Express community.”

The Idea Exchange kicks off in Brisbane on 30 August, followed by Melbourne, Perth, Adelaide and Sydney.

Client: American Express

Director: Israel Rivera