American Express
During 2010, I worked in-house at the Canary Wharf offices, writing communications for BT, British Gas, Lifebuoy, and OMO/Surf/Persil. My principal account was American Express, creating campaigns for its 14 card offerings, each with its own benefits, audience and tone of voice. After writing emails, landing pages and microsites, I was entrusted with writing the tone-of-voice guidelines for each card.
When I returned to South Africa at the end of the year, I continued writing the entire Australian website after an Amex Account Director insisted on working with me remotely.
PLATINUM CARD
Purchase Protection Benefit Email
When I wrote the below email, the client complimented me by saying, “This is the best first draft of copy that I’ve read in ten years.”
GOLD CARD
Purchase Protection Benefit Email
GOLD CARD BENEFIT EMAIL REVISITED
In 2026, I revisited the above Purchase Protection email to show how my creative thinking has evolved.
PLATINUM CARD
Dining Benefit Emails
PLATINUM CARD
Priority Pass Benefit Email
CENTURION CARD
Priority Pass Benefit Email
CENTURION CARD
Priority Pass Landing Page
Supermarket Campaign
Turn everyday spending into rewards
