You may be an individual. But you’re all called Daniel

american expressThe awesome power of personalised ads is one reason why some advertisers like Facebook.

Just look at this example from American Express, desperate to show that it understands its consumers as people.

The fact that the person being targeted with this ad is called Rebecca is neither here nor there.


  1. Daniel
    20 Jun 12
    7:40 pm

  2. When I first saw this particular campaign almost a year ago (I think on The Age website) I freaked out for a second – how did they know it was me!? The print version broke the illusion though.

  3. Graham
    21 Jun 12
    9:25 am

  4. Amex have a long way to go with electronic communication – as a card holder it is impossible to email them, only snail mail or a long wait on the telephone. Not conducive to a happy customer.

  5. Susan
    21 Jun 12
    9:35 am

  6. Agree with Graham. I’m am Amex corporate card holder with direct debit set up for payments. They email me a reminder about the imminent debit eight days afer it’s already happened. They say they can’t fix it, it’s the default date. Unfathomable really…. The only time I hear from them is when they want to encourage me to spend more. Pfffffth.

  7. Simon
    21 Jun 12
    9:39 am

  8. Graham, you can email them through your online card account log in thingy. It’s called the Secure Message Centre – launched a while ago.

  9. Dave The Happy Singer
    21 Jun 12
    10:36 am

  10. Perhaps Amex knows Rebecca better than we do?

  11. Graham
    21 Jun 12
    10:49 am

  12. Simon – been through the site whilst logged in and can’t see anything like a Secure Message Centre. Assuming it does exist why on earth would they not think to let their customers know? Bizarre.

  13. Simon
    21 Jun 12
    11:39 am

  14. It’s under Contact Us – crazy, I know!

  15. ismellarat
    21 Jun 12
    11:44 am

  16. Thank for being so helpful Simon. You should work for AMEX!

    Or perhaps you already do?

  17. Graham
    21 Jun 12
    11:55 am

  18. Must be an Oz only one as it’s not showing up here in NZ. All we get is telephone and… fax! numbers. Maybe someone from Amex will email me and update me. Yeah, right… (NZ billboard reference.)