Rediscovering the lost art of interpretation: Insights from American Express

This article discusses the need for brands and agencies to hone the skills of interpretation, which is essential if they are to translate information and insights into distinctive products and marketing campaigns.

Rediscovering the lost art of interpretation: Insights from American Express

Geoffrey Precourt Warc

No marketer in the United States has more successfully orchestrated paid, owned and earned media than American Express Co. In effect, its 2010 campaign t and the run by the 4A's (American Association of Advertising Agencies), but it also provided an "Aha" moment to the entire marketing ecosystem which discovered, for the first time, the full impact of digital, analogue and social media working in tandem.

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