American Express /
Forbes Australia
Partnership
In late 2022 American Express entered a partnership with Forbes Australia in a perfect opportunity to position the American Express Global Client Group (GCG) products and services towards their valuable customer segment. The target audience includes high net wealth individuals, CEOs, CFOs and other C-suite officers, in addition to the emerging entrepreneurial and “new wealth” set of decision makers in Australia.
American Express is the only financial services company to have this opportunity in Australia and it provides a platform to communicate to the target audience in the six print editions of Forbes Australia in 2023 as well as in online editions, leadership events and other partner executions.
The magazines are distributed to their Forbes readership in Australia as well as key CEOs and CFOs and customers of leading premium and luxury brands. The partnership is an opportunity for American Express to position itself as a thought leader in this important market.
The Brief
Our brief was to develop a series of 6 print advertisements for the bi-monthly Forbes Australia magazine for 2023. The first issue was a double page spread, with the next 5 being full page A4 magazine ads. The brief included the development of a digital takeover ad for the launch issue on the Forbes Australia website.
The ads were built on the “GOOD FOR……GREAT FOR….” concept that allowed us to develop 6 key value propositions for American Express GCG products and present each one in its own advertisement for print and for the website.
The launch ad was GOOD FOR LEADERS, GREAT FOR BUSINESS and positioned the American Express suite of tailored payment solutions to large and global businesses to drive control, savings, visibility and employee satisfaction.
A particular theme is the millions of merchants who accept American Express Cards in places where leaders and their colleagues have frequent business spend.
The imagery focuses on dynamic new leaders who have the challenge of leading their big businesses in a time of rapid change. The images are vibrant and capture the eagerness and drive of emerging business leaders.
The suite of Corporate Card products is featured in the ads along with
a QR code that enables readers to access the appropriate destination
on the American Express website. The magazine includes advertisements from a “who’s who” of premium and luxury brands and the American Express brand fits perfectly into this environment.
This was a great opportunity to showcase DesignStreet’s creative capabilities and to present the powerful credentials of American Express products that are designed for the world’s largest companies, in a premium magazine targeted at national and global leaders.
This isn’t all we have created for our clients!