American Express’ Jessica Ling on tapping into Gen Z fandom with Olivia Rodrigo
Courting Gen Zers today is often a priority for brands around the world. So recruiting a global superstar singer like Olivia Rodrigo to inspire a campaign makes obvious sense.
American Express did just that. EVP of Global Brand Advertising, Jessica Ling, recently sat down with The Current Podcast to talk about marketing to younger consumers through their fandoms.
“In order to be innovative, you have to start from a really strong foundation,” Ling tells The Current. “Where we found that innovation is very much speaking to younger audiences.”
“As an Amex card member, you’re able to get closer to the things that you love,” Ling adds. “We really try to tap into passion and fandom. Olivia is a great ambassador for Gen Z.”
Ling also discusses the difference between marketing to businesses and to consumers, how the brand considers the effectiveness and efficiency of marketing investments, and evolving a brand while protecting its legacy.