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American Express' CMO Elizabeth Rutledge: 'It's really important for us to market the marketing'

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AmEx CMO Elizabeth Rutledge discusses how the company works with agencies, competes with other financial services companies, and personalize its marketing.

Hello, I'm Tanya Dua, and I'm a senior advertising reporter at Business Insider. Today we have with us Elizabeth Rutledge from American Express. Thank you for being here, Elizabeth.Of course. So Cannes is just right around the corner. What are your top three priorities?So probably two priorities for me. One, it's all about creativity. I'm really going there to learn.

Never say never, in terms of what makes the best partners sort of sitting around the table. Right now, we're currently not working with them in any detailed way in terms of creating advertising. I have great partners already around the table. They are generating just some amazing creative, and great ideas. And I love the power of that team and the integration of that team.So talk to me a little bit about also how you're adopting this direct-to-consumer mindset.

Another trend that we've been capitalizing on is the growth of freelancers. And this was actually what our powerful-backing platform was all about: this hybrid life, you and I, and lots of others are sort of living every day, one step in business, one step in sort of personal.

 

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