John Hayes

American Express, Member Since 1995

With a distinguished career that spans over four decades, John Hayes has made indelible contributions to the advertising industry and has consistently demonstrated excellence, innovation, and leadership throughout his professional journey.

For more than 20 years, John oversaw American Express’s marketing efforts worldwide and played a pivotal role in shaping the company’s brand identity and global presence. Under his visionary leadership, American Express became synonymous with innovation, trust, and unparalleled customer service. Through his strategic marketing initiatives, he successfully positioned the company as a global leader, driving customer engagement, loyalty, and advocacy to unprecedented heights.

Throughout his tenure as the Chief Marketing Officer, John spearheaded numerous groundbreaking advertising campaigns that have not only reshaped the way companies approach marketing but have also left an enduring impact on consumers. Under his visionary guidance, American Express launched campaigns that seamlessly blended creativity, authenticity, and emotional resonance, capturing the essence of the brand and connecting with audiences on a profound level.

One thing that has remained consistent in the more than 170 years American Express has been in business is the importance it places on relationships. The company doesn’t just market products, proud as it is of those products, it builds relationships. The company’s every endeavor, guided by John’s stewardship was designed to engage its customers, merchants, and partners in a long-term relationship, one that deepens over time through the creation of value. John made it the company’s business to be an active listener, so as attitudes and ways of doing business changed among its card members and merchants, it understood how to position itself in ways that serve and anticipate their needs. The goal was always to create customers for life.

John was a driving force behind the business strategies that have resulted in iconic campaigns such as “My life. My card.” The campaign was the very first umbrella marketing campaign for the entire American Express card portfolio. It was built on the platform of fostering a personal, emotional connection and really resonated with consumers and helped to personalize the value of membership.

John’s mastery in balancing tradition and progress, seamlessly blending the legacy of the 170+ year old American Express brand with innovative elements ensured its enduring cultural and commercial relevance amidst an ever-shifting marketplace. At a time when marketing was being disrupted, John was a leader who understood the importance of experimentation across all areas of American Express’ business. He is a leader who champions collaboration, always on the lookout for new ways to engage and connect with customers, improve the Cardmember experience, and create new relationships with potential customers.

In addition to overseeing marketing strategies and product development, John led the functions of global advertising, digital marketing, market research, corporate sponsorships, brand management and publishing organizations (Travel & Leisure, Food & Wine, Departures). Under John’s leadership, American Express also created over 200 new product launches including the coveted Centurion Black Card, Blue from American Express and Serve from American Express.

John understood the importance of keeping a finger on the pulse of the latest trends and technologies, while upholding the company’s cornerstones of trust, security, and service. He embraced new technology when it made sense for the business and the brand – whether that meant leveraging Facebook to support the small business community, partnering with foursquare to provide special geo-targeted offers to our Cardmembers, or making concerts by the hottest artists available through live streaming technology.

John took responsibility for many of American Express’s new digital business lines. Supported by the insight that the American Express customers who not only earned points but used their points were the best and most profitable customers, John constantly sought to give the Membership Reward Program new redemption. These include products and partnerships that have enabled Cardmembers to use their points as virtual currency for small transactions such as taxis, Uber, and McDonald’s. In addition, he forged new relationships with corporate partners, including Apple, Airbnb, Facebook, Google, and Samsung, a move aimed to serve card members where they go and provide more opportunities to for using their points. By 2001, Membership Rewards was the world’s largest card-based rewards program and remains so today.

Golden Age of Partnerships – Advertising as a Force for Good

One of John’s notable achievements was his unwavering commitment to forging partnerships that extended beyond traditional advertising channels. He understood the power of collaboration and successfully aligned American Express with influential figures, iconic brands, and global events, establishing the company as a cultural force in the advertising landscape. These collaborations showcased his ability to transcend boundaries and create marketing campaigns that went beyond mere product promotion, becoming cultural touchstones and leaving an indelible mark on society.

Giving back is a core value at American Express and the company is often credited as having launched the first cause-related marketing campaign in history. John not only continued this tradition but expanded it through prolific partnerships that helped positively impact the lives of many through programs such as the ones below.

(RED) –In 2006, after being approached by U2 leader Bono, John was one of the creators of the (RED) campaign, a revolutionary marketing effort to address the AIDS emergency in Africa. American Express demonstrated significant leadership from the get-go by providing its research, marketing, advertising, public relations and corporate social responsibility staff and expertise – as well as its financial resources – for both Product (Red) and a new credit card. American Express (RED) credit card engages consumers who want a simple, hassle free way of supporting women and children affected by HIV/AIDS through their existing shopping habits. Since its launch (RED) partners have contributed $45.5 million from the sale of (RED) products to the Global Fund.

Charge Against Hunger – Charge for Hunger campaign was an initiative that aimed to combat hunger in the United States. By donating a portion of eligible transactions made with American Express cards, the campaign raised millions of dollars to support hunger relief organizations, provide meals, and distribute groceries. This innovative approach encouraged its customers to contribute to the cause simply by using their cards for everyday purchases. Through an extensive communications strategy and partnerships with nonprofits, the campaign also generated awareness about the issue of hunger and inspired others to take action. The Charge for Hunger campaign showcased the power of collaboration, innovation, and corporate social responsibility, making a significant impact in the fight against hunger and fostering a future where no one goes to bed hungry in America.

Save the Music –The Save the Music campaign, featuring renowned musician Dave Matthews, aims to support music education in schools across the United States. The initiative seeks to provide resources and instruments to underserved schools, recognizing the importance of music in fostering creativity and academic development. The campaign has witnessed notable results, having impacted over 2,000 schools, and reaching over 2.8 million students since its inception. Through partnerships and grassroots efforts, Save the Music continues to make a positive impact by revitalizing music programs, enhancing student engagement, and promoting the long-lasting benefits of music education.

Small Business Saturday – In yet another groundbreaking effort, American Express partnered with Facebook to build a national movement “Small Business Saturday” encouraging Americans to support small and local brick and mortar businesses during the 2010 holiday shopping season – specifically on the Saturday between Black Friday and Cyber Monday. Consumers took ownership of it and made it their campaign, and on the inaugural Small Business Saturday, small business saw a 28% lift in revenue over the prior year.

Tribeca Film Festival – In 2001, John brought American Express in as a founding sponsor of the Tribeca Film Festival. Created by Jane Rosenthal, Robert De Niro, and Craig Hatkoff the festival aimed to revitalize lower Manhattan culturally and economically after the September 11 attacks on World Trade Center. John, American Express, and countless volunteers worked to launch the festival from concept to market in 120 days. Over the years, it has grown into one of the most popular and prestigious film festivals in the U.S., presenting major premieres along with smaller films—and has distinguished itself by being especially open and welcoming to the public at large.

Democratizing Financial Services

Serve Card – While American Express has traditionally been associated with exclusivity and high-end products like the Black Card, John emphasized that exclusivity is not the driving force for all its products. The brand’s core values of trust, security, and service are present across its offerings. American Express has had a long-held belief that it is noble to serve. The brand stands for service – in all its forms and commits to using its global scope and scale for service. Under John’s leadership American Express expanded its efforts to serve the underserved market through products like Serve, a prepaid card targeting individuals who lack electronic payment methods that launched in 2011. By democratizing financial services, American Express captured a significant business opportunity while opening up electronic methods of payment for the estimated 70 million underserved consumers in the US.

Members Project –The Members Project campaign is a unique initiative that empowered cardmembers to vote on charitable projects that American Express will fund. Through this campaign, American Express engaged its cardmembers in giving back to their communities and making a positive impact. The campaign has successfully funded numerous inspiring projects across various causes, ranging from environmental conservation and education to healthcare and social justice. By involving its cardmembers in the decision-making process, the Members Project campaign encouraged collective action and philanthropy, ultimately fostering positive change in society.

A Dream Client

Ask anyone on the agency side who has worked with John how they would describe him, and you will undoubtedly get the same response: “John is the client we all dream about.” He is that probably because he was an agency person first. Before American Express, John spent 17 years in various roles at key advertising agencies including Lowe & Partners, Geer duBois, Ammirati & Puris, Saatchi & Saatchi, Scali McCabe & Sloves, Grey Advertising and FCB.

John created an environment where the best talent in his agencies wanted to work on the American Express business. But his ambition did not end there. John went on to incite, enable and reward his team to do the best work of their careers on any given project. And that’s what they did. Many of today’s most talked about forms of marketing – branded content, digital experiences, social engagement, viral movements, even cause related marketing – can be traced back to ideas and marketing innovation started at American Express. And no surprise. American Express is a company that thrives on innovation, on creating what no one thought possible. And for over two decades, it has been John who has acted as the company’s brand designer, taking all this creativity, and building American Express into one of the world’s truly great brands.

Artists in Residence

John introduced a captivating concept known as “Artists-in-Residence”, a distinctive initiative he pioneered for the American Express brand. With a goal of elevating American Express to a higher cultural standing and embracing the spirit of the times, John meticulously curated a community comprising the world’s most brilliant and imaginative individuals. This collective was entrusted with thinking about the American Express brand and devising innovative ways to invigorate the experiences of card members.

Notably, this community extended beyond traditional agency partners and encompassed luminaries from the realms of cinema, television, sports, music, and production, among others. Among the esteemed “Artists-in-Residence” were Martin Scorsese, Annie Leibovitz, Ellen DeGeneres, Tina Fey, Bono, Robert DeNiro, Wes Anderson, Laird Hamilton, Pharrell Williams, Bryan Buckley, and numerous others. Each artist contributed in diverse capacities—some actively participated in the creation and development of advertisements, while others provided valuable perspectives on artistic adjustments required within the brand’s communication. Some simply shared their personal encounters with the brand during their globetrotting ventures.

Collectively, these artists embarked on a profound exploration of the brand, its immersive encounters, and the creation of an emotional connection with card members worldwide. Unlike conventional endorsement arrangements, these artists had the liberty to infuse their own distinctive essence into the brand, fostering a sense of personal identification This community, as John attests, played a vital role in driving American Express’ business and fortifying its brand over the course of his tenure spanning two decades.

Hayes Enterprises

After John’s illustrious career at American Express, his unparalleled expertise in brand and business building became highly sought after, leading to an overwhelming demand for his services. Thus, in 2017, John founded Hayes Enterprises. Capitalizing on John’s proven ability to unlock the profound emotional resonance and foster strong connections with brands, Hayes Enterprises swiftly engaged with four distinct types of clients: Fortune 50 companies aiming to invigorate growth; high-potential scale-ups striving to reach the next echelon of success; ambitious start-ups endeavoring to establish a solid foundation; and venture capital funds and private equity firms eager to maximize the value of their portfolios.

Throughout his work with both established industry leaders and emerging ventures, John discovered a recurring theme and significant gap in the strategic business agendas of numerous organizations. Many of these brands and businesses hindered their growth due to a lack of clarity and leverage, at an enterprise-wide level, of a central brand narrative that could inspire and fuel emotional engagement among diverse audiences. From this realization, John’s groundbreaking offering Enterprise Narrative was conceived, serving as the seed from which his independent consulting practice flourished into a partnership advisory company, facilitating exponential growth for his clients.

Contributions Beyond Advertising

Beyond his professional achievements, John has been a steadfast advocate for social responsibility in both local and global communities.

He is a member of The Well at Charity:Water, a nonprofit organization that focuses on providing clean and safe drinking water to people in developing countries. One of the key principles of Charity:Water is ensuring that 100% of public donations go directly to funding water projects. They have a separate funding model to cover administrative costs, which is primarily supported by private donors and foundations known as The Well members. As a member of The Well John has actively participated in fundraising efforts and donor engagement activities. He has used his network and influence to attract new supporters and secure substantial funding for Charity:Water’s projects. Through his persuasive communication skills and commitment to the cause, he has effectively conveyed the urgency and significance of providing clean water to communities in need.

John has played a significant role as a Council member of the Save the Children – Newborn and Child Survival campaign. His contributions have been instrumental in advancing the organization’s mission of improving the health and well-being of newborns and children around the world. Working closely with other council members and campaign leaders, John played a key role in developing advocacy efforts to influence policies and mobilize resources for children in need. Additionally, he participated in awareness-raising events, fundraising activities, and public campaigns, amplifying the organization’s message and engaging a wider audience in the cause of child survival. His dedication and commitment have had a positive impact on driving change and improving the lives of vulnerable children, ensuring their voices are heard in decision-making processes.

Awards

John has been recognized for his contributions to business and the community on numerous occasions. In 2016 John was inducted into the American Marketing Association’s Marketing Hall of Fame. Additionally, he was named the “2010 Corporate Marketing Executive of the Year” by the Delaney Report, presented with the “2009 Global Leadership Award” by the UJA of NY, and honored with the “2007 Distinguished Citizenship Award” from the John A. Reisenbach Foundation.

John received the AAF Silver Medal Award by the Advertising Club of NY for his efforts in furthering the industry’s standards, creative excellence, and responsibility in areas of social concern. His work also received two Emmy Awards from the Academy of Television, Arts and Sciences and numerous Cannes Lions including two Grand Prix awards in 2012.