American Express CMO On Why Campaigns Need To Connect with Employees, Not Just Customers

Elizabeth Rutledge urges brand marketers to “listen to your customers and follow your instincts.” It’s this combination that helped her and her team at American Express evolve the brand’s long-standing ad campaign with a fresh new take, grounded in consumer insights and gut instinct she acquired from her 29 years at AmEx. Here, Elizabeth shares two very personal life experiences that helped shape her career and the most memorable moment from her Brand Genius win – launching the campaign to more than 60,000 AmEx employees.

@heidepalermo Heide is the vp, head of community at Adweek and Editor of the Inside the Brand.