American Express Middle East · Middle East · 2025
AMEX — rebuilding the funnel, tripling the leads
Banking & Finance
3xIncrease in organic lead volumes
+35%Session volumes when running full funnel
+17%Purchase intent vs the previous period
The challenge
American Express lacked a cohesive full-funnel creative strategy: awareness and conversion assets ran in different visual styles, with no consideration-stage creative at all.
The approach
A full-funnel overhaul introduced a dedicated Consideration stage between Awareness and Conversion — each stage with cohesive visuals, messaging, objectives and KPIs — rolled out across all 2025 bursts and seasonal moments.
The impact
Organic lead volumes tripled, session volumes rose 35% when the full funnel ran together, and purchase intent lifted 17% versus the previous period.
Services
CreativeStrategyDigital / Media
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