Podcast Summary: The Speed of Culture Podcast

Episode: Access Granted: Amex’s Jessica Ling explains how the brand is redefining the new premium
Host: Matt Britton (Founder and CEO, Suzy)
Guest: Jessica Ling (Executive Vice President of Global Advertising, American Express)
Date: January 6, 2026

Overview

In this episode, Matt Britton hosts Jessica Ling to discuss how American Express (Amex) is reshaping what "premium" means for a new generation of consumers. The conversation explores brand evolution, the intersection of rational value and emotional connection, the impact of AI and personalization, and Ling’s own career journey. The episode provides rich insight for marketers seeking to connect with modern consumers in a culturally relevant way.

Key Discussion Points and Insights

1. Redefining "Premium": From Privilege to Access

• Premium is About Access, Not Exclusivity:

  • Ling emphasizes that "premium" now means providing access to experiences people love, rather than targeting a specific elite group.
  • Quote: "For us, premium means access to the things that you love... For a Gen Z consumer, that could be a really incredible concert or sporting event. For Millennials, it could be a really elevated travel experience."
    – Jessica Ling, [01:49] & [03:50]

• Younger, More Diverse Audience:

  • 60% of new Amex accounts are from Gen Z or Millennials.
  • The brand image has shifted from "grownups" to a lifestyle relevant across ages.

2. Brand Evolution: Balancing Heritage and Modernity

• 175-Year Legacy, Modern Value:

  • Ling discusses balancing "trust, service, and security" with the need for modern, cultural relevance.
  • Quote: "It's a game of ands, not ors. We have to both… People trust our brand... We have to continue to drive that foundation while also modernizing it."
    – Jessica Ling, [06:59]

• Powerful Backing as Core Platform:

  • The foundational promise of support is layered with modern benefits, such as exclusive dining (RESI), travel, and cultural experiences.

3. Delivering Emotional and Rational Value

• Emotional Connections Fuel Loyalty:
  • Amex seeks to bond emotionally through memorable access and experiences that connect with cardholders’ lifestyles.
• Tangible Rational Value Remains Critical:
  • Example: Despite fee increases, Amex delivers quantifiable card member benefits (e.g., "$3,500 in value for the Platinum card").
  • Quote: "We are a brand that creates incredible emotional connections... and we are a brand that delivers tremendous value."
    – Jessica Ling, [05:54]

4. Storytelling at Global Scale

• Core Messaging Remains Consistent Globally:

  • The brand platform of “powerful backing” and trust is universal, but localized through relevant experiences (e.g., U.S. Open in NY vs. Wimbledon in London).
  • Quote: "At the core, the brand doesn't change... How those benefits and stories come to life are unique by market."
    – Jessica Ling, [08:27]

• Creative Cohesion Across Platforms:

  • Overarching creative strategies, like "there’s nothing like Platinum," ensure consistency across all touchpoints.

5. Channel Mix and Reaching Modern Consumers

• Multi-Channel Approach ("Game of Ands"):

  • Amex invests in both TV (live sports, cultural moments) and digital/social media for reach and engagement.
  • Quote: “We are in live sports TV because our audiences are passionate... And then every time you add on to that layer cake, how do you drive more incremental engagement?... you can't do that without social.”
    – Jessica Ling, [12:03] & [12:57]

• Leveraging Creators and Celebrities:

  • Influencers help Amex speak authentically and reach niche audiences; traditional celebrities like Olivia Rodrigo act as aspirational and relatable brand ambassadors.
  • Quote: "[Influencers] help us speak authentically... and find customers that we couldn't necessarily get to in an authentic way otherwise."
    – Jessica Ling, [13:16]

6. AI, Personalization, and the Future of Commerce

• AI as a Double-Edged Tool:

  • Ling highlights both the promise and uncertainty of AI, particularly around discoverability in new search/chat interfaces.
  • Quote: "We're in learning mode... Very much on the top of my mind is how do you optimize your content for LLMs, right? And how do you think about discoverability?"
    – Jessica Ling, [16:49]

• Data, Privacy, and Connected Experiences:

  • Personalized experiences are a major opportunity, leveraging transaction, travel, and dining data while respecting privacy.
  • Quote: "If you think about the ecosystem across Amex... harnessing the power and creating a more connected experience for our customers is key."
    – Jessica Ling, [19:53]

• AI in the Creative Process:

  • Currently, Amex uses AI for workflow efficiencies, not consumer-facing creative content. AI is applied to support teams in working “faster and smarter.”
  • Quote: "AI is very much in efficiency... not in the actual output and content generation... how do I help my teams work faster and smarter? Not customer facing right now."
    – Jessica Ling, [20:33]

• Changing Skillsets:

  • Future talent needs to be tech-savvy, digitally oriented, and focused on the customer. Comfort with AI tools is increasingly expected.
  • Quote: "The way we look at talent... is can you transcend channel and really think about customer... do I want folks increasingly comfortable using AI? Of course."
    – Jessica Ling, [21:35]

7. Career Insights and Mantra

• Career Decisions & Growth:

  • Ling shares her progression from agency to marketing generalist, seeking hands-on experience and following curiosity about new domains (e.g., mobile, video, B2B).
  • Importance of building a broad horizontal skillset, moving between Fortune 50 and startups, and gaining exposure to revenue-driven marketing and brand leadership.

• B2B to B2C Marketing:

  • She finds surprisingly little difference in marketing approaches: both require customer understanding and value creation.

• Her Mantra:

  • Quote: “Just do the things that you love. And I think when you focus on the things that make you happy, you’re also better at them.”
    – Jessica Ling, [28:07]

Notable Quotes & Memorable Moments

• "Premium is access, not exclusivity."
  — Jessica Ling, [01:49], [03:50]

• "It's a game of ands, not ors. We have to both [honor legacy and modernize]."
  — Jessica Ling, [06:59]

• "How do you create a platform that transcends channel and format?"
  — Jessica Ling, [10:06]

• "The future of talent... can you transcend channel and really think about customer?"
  — Jessica Ling, [21:35]

• "Just do the things that you love."
  — Jessica Ling, [28:07]

Timestamps for Important Segments

• Introduction to Amex’s Evolving Brand – [03:03]
• Defining the New Premium – [03:30]
• Strategic Focus on Experiences – [04:36]
• Emotional vs. Rational Value – [05:54]
• Brand Heritage and Modernization – [06:59]
• Global Messaging Challenges – [08:27]
• Creative Consistency in Storytelling – [10:06]
• Channel Mix and Media Strategy – [11:54]
• Influencers and Celebrity Partnerships – [13:16]
• AI’s Impact on Consumer Journeys – [16:49]
• Personalization, Data, and Privacy – [19:41]
• AI in Creative Processes – [20:33]
• Talent and Skills for the Future – [21:35]
• Career Journey and Lessons – [24:32]
• B2B vs. B2C Marketing – [27:04]
• Career Mantra: Do What You Love – [28:07]

Conclusion

This episode provides a thorough look into how American Express is evolving its brand to resonate with younger consumers, maintaining relevance through both emotional and rational value, and navigating the technological changes that are reshaping the marketing and payments landscapes. Jessica Ling’s insights highlight the importance of customer-centricity, storytelling, and a willingness to adapt—qualities that are critical for any brand seeking to stay culturally current and trusted.