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JEAN-PHILIPPE MAHEU: One interesting marketing campaign
that I was fortunate to be associated with is what
American Express is doing right now.
They are reviving their Members Project which was a
big initiative they had two years and three years ago.
The campaign launched during the Academy Awards with a
couple of beautiful TV spots but most of the campaign is
about how American Express is enabling account members and
non account members to get involved in social
contribution.
So the name is Members Project.
The website is www.takepart.com And it's
really an interesting campaign that connects a great marketer
like American Express with its members with prospect but also
with a platform, takepart.com, that is all about social
responsibility and social giving.
So that's a very good example of where marketing
is going in my mind.
One side of where marketing is going.
I continue to love the work that Apple is doing.
I think that if you look at the marketing that Apple does
it's very much product centric.
So they don't really speak much about the brand and what
the brand stands for.
What they do is they show the product in action.
And they believe that showing the product in action is the
best way for the brand to be strengthened, and for the
brand to continue to evolve towards world domination,
which is what they have right now.