Claire Bennett, SVP Global Marketing at American Express said the company has moved from a brand awareness to consumer engagement model. She said digital marketing has played a
big role in that. "I would be remiss not to talk about digital work and how we can uniquely play in the digital space. We have done a number of projects online and have a team
working on developing the community aspect of Amex," she said, because Amex has "A very like minded customer base. We define our customers as 'creative achievers,' so beyond just
advertisingm, digital is huge part of portfolio."
She says in the current economic environment Amex has unique opportunity.  "I think it's challenging but I
think our brand benefits from having been around for a lont time with a legacy of trust," she said. "We will be speaking about it, but nicest thing we have going for us is card
members can speak for us: when someone has a good experience and can share it with others. It's about taking care of them, right now in this environment we have so many services related to
taking care for of you, it's an ideal time for a brand people trust."