The Talent Brand Promise: Challenging work, with purpose.
Global Talent Brand Positioning: To talented individuals the world over, American Express is the global services company that offers the chance to work with a sense of purpose, because only American Express infuses a desire to serve the success of our customers into every part of the company.
What will you do for a living? – The creative expression of the strategic positioning is ignited by a simple question, but the answers reveal the human face of the challenge and purpose American Express employees encounter and exhibit daily.
The Global Credit Administration Concept
To transform the image and understanding of the Collections, Fraud and other strategic opportunities within the Global Credit Administration, this campaign defines the individuals who thrive in these roles. This begins with the personal empowerment that comes with the global opportunities at GCA. Their intellect and emotional understanding, their savvy and charisma – all move to front and center. A palpable sense of presence and ownership of one’s abilities acts as an invitation to the best candidates, compelling them to learn how they can realize their potential with a career at GCA.