Amex taps Millie Ford as ambassador to 'drive brand relevance'

Australian TikTok personality, actress, musician, podcaster, and comedian Millie Ford has been named the ambassador of the American Express Essential Rewards Credit Card.

To celebrate the card's launch, American Express hosted a one-night-only music event, Lime Cordiale & Friends, on Friday 19 July, at Sydney's Liberty Hall. The event featured a performance by the Australian pop-rock band Lime Cordiale, joined on stage by Set Mo and surprise guest Ruel.

Lime Cordiale Performs at the American Express ‘Lime Cordiale & Friends’ gig in Sydney, Australia

The event was a collaborative effort involving creative agency dentsuMB, media agency UM, publicity and talent agency Ogilvy PR, and entertainment and talent agency BRING. Proceeds from the sold-out event supported the music industry through supportact.org.au.

“Lime Cordiale & Friends continues American Express’ ongoing support of the music industry and backing the goals, ambitions and passions of musicians, businesses and fans which we have been proudly doing for many years now,” said Will Thorne, VP of acquisition for American Express Australia.

"We want to show them the powerful backing that comes with American Express and this new card is part of our continued efforts to drive brand relevance across generations."

Lime Cordiale, Ruel and Mille Ford on stage at the American Express ‘Lime Cordiale & Friends’ gig in Sydney, Australia

dentsuMB chief client officer, Cate Stuart-Robertson, added: "The event was the perfect way to kick off the launch of this card aimed to attract a younger audience. It’s all part of our larger campaign of Expect Extra which flows across OOH, video, audio and digital."

Ford noted that she has always admired American Express, and "I understand how important it is to have the means to be financially empowered and live life to the fullest."

The new card aims to appeal to a new generation of Aussie consumers, with rewards geared towards spending on dining, retail, and streaming services. Research from Amex conducted among 1,500 Australians aged 24 to 35 revealed that young Aussies actively seek ways to enjoy life while pursuing financial freedom.

Half of those surveyed treat themselves weekly with activities such as eating out (60%), purchasing new clothing (47%), or ordering takeaway drinks (45%). More than half (55%) strive to balance short-term desires with long-term financial goals, and 62% view spending on themselves as a form of self-care.

"Younger generations are often underestimated when it comes to their financial acumen," Thorne noted. "Our research shows that not only are many of them sensible with their spending, but more than half of those aged between 24 and 35 (61%) are confident in what lies ahead in terms of their financial future 10 years from now."

According to the research, 58% of younger Aussies claim to have a good or excellent understanding of money management, and 70% agree they are deliberate in how they spend their money.

Commenting on the Lime Cordiale & Friends activation, managing director of Bring agency, Adam Ireland, said: "As a brand, American Express is one of the most consistent backers of Australian music and artists and so it’s no surprise that they’ve lent into the number one passion point for Gen Z and millennials once again to launch the new American Express Essential Rewards Credit Card."

In June, Ford also hosted the MG3 vehicle launch against the backdrop of Vivid. The event was organised in partnership with Are Media’s ELLE Australia and MG Motor Australia.

See also:
Rising stars recognised as ELLE Australia partners with MG Motor
AMEX, delicious. Month Out, and the impact of long-term partnerships

Credits: Client: American Express Creative Agency: dentsuMB Media: UM Entertainment and Talent Agency: Bring, Universal Music For Brands Publicity and Talent Agency: Ogilvy PR Experiential Agency: Studio Messa Social Creative & Production: Jack Nimble

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Top Image: Millie Ford