Following the US launch in April, American Express has unveiled its new global brand platform in Australia – “Powerful Backing: Don’t Do Business/Don’t Live Life Without It”, which underpins the company’s worldwide marketing and advertising activity.

The platform celebrates the new reality that life and business are increasingly interconnected, and the unique role American Express has in supporting people today.

“As a global business with 168 years’ worth of experience, and 64 years in Australia, we’ve witnessed the transformation that’s occurred in the lives of our customers over this time. We’ve increasingly seen the lines between life and work blur and people living experience-rich, blended lives, moving effortlessly between work and play”, said Naysla Edwards, American Express vice president of brand and experiences.

“As a company that’s built its legacy on the relationships we have with our customers, we want to show them that they can count on us to back them to live their best lives.” 

The campaign reflects American Express’ diverse global business, which covers more than 112 million business and consumer Card Members, 18 million American Express accepting merchants, hundreds of acquirers and 120 bank partners that connect through the American Express Network across 130 countries.