Unbelievably pants!

I’ve been an American Express cardmember for many years. I’ve also worked on the American Express account for a large chunk of my career.

It’s one of the world’s most widely recognised and respected brands. It stands for quality, trust and integrity, and consistently appears on Interbrand’s ranking of the top 100 global brands.

So imagine my surprise when I received the attached letter from them the other day.

My incredulousness wasn’t a result of the credit increase they were notifying me of (an increase I didn’t ask for or want), but rather the unbelievably pants way it was communicated – an automatically generated library programme letter in Courier typeface (circa early 1990s) with a generic salutation and a badly pixelated signature. Oh, and the letter stock was shite too.

C’mon American Express! It’s all well and good to pay lip service to quality but you have to deliver it and, frankly, this communication doesn’t even come close.

Now, if you’d like to talk to an agency that understands the importance of every consumer touch point delivering on your brand values …

Drew is Creative Director of justONE and American Express cardmember since ages ago.