Captivating Gen Z: How American Express Is Engaging Young Consumers

In this episode of The Speed of Culture podcast, Suzy founder and host Matt Britton sits down with Mary Ellen Jelenek, svp and general manager of global clients and merchant services at American Express. (At the time of recording, Jelenek’s title was svp of global brand marketing and sponsorships.) They discuss the significance of experiential marketing, the evolution of Amex into a lifestyle brand, and how customer insights continue to drive their strategies. 

American Express has excelled in leveraging experiences to foster strong customer relationships and build brand loyalty. With over two decades at the financial services provider, Jelenek provides an in-depth look into the strategies and innovations that have shaped its global brand marketing efforts. Join us as we explore the dynamic world of brand sponsorships and the significant role of live events in creating unforgettable customer experiences.

Jelenek has dedicated over 24 years to advancing Amex’s marketing initiatives, with extensive experience in product strategy, analytics and partnership management. She has led transformative projects across both B2B and B2C sectors, spearheading efforts in customer acquisition, loyalty programs and experiential marketing. Her leadership has been instrumental in launching new products and repositioning the brand on a global scale, reflecting her deep commitment to innovation and customer-centric marketing.

“If we think about American Express, we really think about ourselves as being in the business of membership,” she says on the podcast. “And so when I think about membership, it’s really about when you show up, what does it feel like when you’re with American Express.”

Listen to Mary Ellen Jelenek on the Speed of Culture podcast for insights into experiential marketing, data strategies and content’s role in brand growth.

Key takeaways:

00:00-02:39 The Power of Experiential Marketing: Jelenek emphasizes the importance of experiential marketing in creating memorable brand interactions. She discusses how American Express has integrated unique experiences like the Venue Collection, which offers exclusive benefits to cardholders at various event venues. For instance, cardholders can access fast lane entrances and receive on-site discounts at nine venues across the U.S and U.K.

05:33-07:49 Leveraging Live Sports for Brand Engagement: American Express implements several strategic partnerships with major sports leagues, particularly the NBA. By also sponsoring teams like the Brooklyn Nets and venues like the Barclays Center through the American Express Venue Collection, Amex provides fans with enhanced game-day experiences, such as exclusive ticket access and fast-lane entries. These partnerships capitalize on the high engagement levels associated with live sports. Brands should consider partnering with live sports events to tap into passionate fan bases and create high-impact brand experiences​​.

11:18-13:09 Data-Driven Customer Insights: Jelenek explains that by analyzing customer behavior and preferences, Amex tailors its offerings to meet the evolving needs of its members. For example, insights from customer data lead to the continued creation of benefits that appeal to millennial and Gen Z cardmembers, who value travel and dining experiences. Brands should leverage customer data to gain insights into consumer behavior and preferences, enabling them to offer personalized and relevant experiences​​.

08:41-10:23 Adapting to Changing Consumer Trends: American Express is 174 years old and continues to evolve its brand to stay relevant with younger demographics. This includes partnerships with contemporary cultural icons like Olivia Rodrigo and events like Coachella, ensuring the brand remains culturally relevant and attractive to new generations. Brands must continuously adapt their marketing strategies to align with changing consumer trends and preferences, particularly those of younger generations​​.

18:15-19:45 The Role of Content in Brand Expansion: Jelenek underscores the importance of content creation in extending the reach of live events and experiences. By generating engaging content around events like the US Open and Formula One races, Amex enhances its brand visibility and connects with a broader audience. This content serves both to retain current customers and attract new prospects. Brands should invest in high-quality content creation to amplify the impact of their events and engage a wider audience through digital platforms​​.