American Express chooses LinkedIn to recommend the AMEX Experience to professionals in India

Wednesday August 10, 2011,

3 min Read

Mumbai, August 10, 2011 – American Express and LinkedIn (NYSE:LNKD), the world’s largest professional network with more than 10 million members in India, have come together to create a customized marketing solution to target a niche audience of professionals across the country. The American Express Experience campaign is the first time ever that a brand in India has used LinkedIn APIs to leverage the power of data available on LinkedIn Business Profiles.

“At American Express, we are always looking for new and innovative ways of reaching our prospect customers. We have been expanding our channels of distribution which now include online, bank partnership, direct mailing, telemarketing, to name a few. With an increasing number of professionals using networking tools like LinkedIn, we have now partnered with LinkedIn to develop a unique campaign to tap into the segment of high achieving professionals. This innovative campaign brings together our well known Platinum product offering with LinkedIn’s capabilities, to reach out to the high achieving professionals at the appropriate time with a compelling offer,” Mr Shailesh Baidwan, Country Manager & Head – Consumer Cards Business, American Express Banking Corp, said.

The American Express Experience campaign will look at recognizing an esteemed group of professionals, who have made great strides with respect to their professional achievements, inviting them to experience American Express’ Platinum Services. It will also pave the path for LinkedIn members to recommend such an experience to their respective professional groups in the LinkedIn network.

“As the first company in India to use LinkedIn APIs, American Express can leverage the power of the network’s data to identify professionals who associate with the brand and provide them with information on products extremely relevant to them. By targeting custom messages at professionals who aspire for the exclusivity of American Express products, we seek to engage with members who use the power of recommendations and the credibility of their professional identity to help their network make informed decisions,” said Dhiman Mukherji, Head of Marketing Solutions – LinkedIn India.

American Express’ exclusive partnership with LinkedIn will provide members and their extended professional network with rewards including reductions in annual fees, additional reward points, travel vouchers and other gifts. The first instance of a financial brand in India using custom targeting and messaging basis audience profile, The American Express Experience campaign will be live until September -30, 2011.

LinkedIn launched its India operations in November 2009. LinkedIn India’s Marketing Solutions teams service clients out of offices in Mumbai, which also serves as country HQ, Bengaluru and Gurgaon.

About LinkedIn

Founded in 2003, LinkedIn connects the world's professionals to make them more productive and successful. With more than 120 million members worldwide, including executives from every Fortune 500 company, LinkedIn is the world's largest professional network on the Internet. The company has a diversified business model with revenues coming from member subscriptions, marketing solutions and hiring solutions. Headquartered in Silicon Valley, LinkedIn also has offices across North America, as well as throughout Europe, Asia and Australia.

About American Express

American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. Present in India since 1921, American Express provides high quality travel related services to individuals and corporates in India. American Express Card products available in India include the Green and Gold Charge Cards, Green and Gold Credit Cards, Airline Co-brand Cards, the Corporate Charge Card and The Platinum Charge and Credit Card. Learn more at and connect with us on

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