{"id":3503,"date":"2024-10-03T15:17:03","date_gmt":"2024-10-03T14:17:03","guid":{"rendered":"http:\/\/18.132.61.227\/?p=3503"},"modified":"2025-02-21T09:33:51","modified_gmt":"2025-02-21T09:33:51","slug":"brand-re-appraisal-for-american-express","status":"publish","type":"post","link":"https:\/\/jigsaw-research.strat7.com\/us\/case-studies\/brand-re-appraisal-for-american-express\/","title":{"rendered":"Brand re-appraisal for American Express"},"content":{"rendered":"<h2 class=\"wp-block-heading\">How do you research radical creative ideas \u2013 without destroying them?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">The puzzle<\/h3>\n\n\n\n<p>American Express wanted to start a positive re-appraisal of their brand, using a radically different campaign by Ogilvy.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How could research help to evolve the campaign without destroying its creative soul?<\/li>\n\n\n\n<li>And how could we carry the creative people with us?<\/li>\n\n\n\n<li>How could we make both campaign and research work across many markets?<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The pieces<\/h3>\n\n\n\n<p>We came up with a new approach \u2013 Concept Nursery \u2013 using the principles of Appreciative Inquiry.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Designed to identify and build upon the strengths of a creative concept.<\/li>\n\n\n\n<li>Key creatives and customers brought together for workshops.<\/li>\n\n\n\n<li>Exercises put people in a creative mindset. Participants treated as valued team members.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The picture<\/h3>\n\n\n\n<p>The campaign launched with great success and is still the basis for Amex\u2019s communications.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Concept Nursery helped to optimise the executions and keep creatives on board.<\/li>\n\n\n\n<li>Praise from the ad team and from the research industry (Best Paper New Consumer Insights).<\/li>\n\n\n\n<li>Amex still uses the technique to develop both ATL and BTL campaigns.<\/li>\n<\/ul>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>How do you research radical creative ideas \u2013 without destroying them? The puzzle American Express wanted to start a positive re-appraisal of their brand, using a radically different campaign by Ogilvy. The pieces We came up with a new approach \u2013 Concept Nursery \u2013 using the principles of Appreciative Inquiry. The picture The campaign launched [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3559,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[5],"tags":[10,9,11],"class_list":["post-3503","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-agency","tag-amex","tag-consumers"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand re-appraisal for American Express - Jigsaw Research<\/title>\n<meta name=\"description\" content=\"Discover how Jigsaw Research helped American Express with a brand re-appraisal. 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