How American Express develops and measures and influencer marketing

American Express, the payments company, has developed a clear framework to help in recruiting influencers, developing content with these ambassadors, and measuring the impact of their work.

American Express has developed a system for selecting, working with, and measuring the effectiveness of influencers.

Despite growing public cynicism about such online endorsements, Walter Frye, vp/global brand engagement at American Express, said the payments brand continues to believe in the value of this approach.

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