Meet The Disruptors: Tatyana Zlotsky, Vice President and General Manager of Digital Marketing and Partnerships for Global Commercial Services | American Express

Where do you see more opportunities for disruption within your industry? Tatyana

There is a real shift in the industry to connect historically siloed marketing activities – specifically in digital and television.  New platforms like addressable and connected television are creating opportunities that often require separate teams to collaborate together in a much more integrated way.  I am very excited about this change because I believe it will enable marketers to demonstrate business results and outcomes more clearly and holistically. The key to success will be to ensure we continue to keep the customer front and center and make decisions that enable a more relevant and engaging brand experience.

What would you define as a successful, disruptive partnership with an ad/marketing agency? Feel free to share specific examples, if possible.

The days of happy QBRs and high-level PowerPoint decks are long gone.  We are in an time when brands have to deeply understand their customers’ needs, develop marketing strategies that drive business outcomes and, finally, move quickly to measure and optimize results. In my view, the most successful agencies will be those that can become a natural extension of the brand to help them succeed.  Two things will be important. First, it will be critical for agencies to inspire brands on how to tell their story in a way that is relevant and engaging to the customer. Second, we need to share accountability in results by having analytical talent to support the strategy.

As technologies advance and influencers reign supreme, how are you finding new avenues to stand out in your industry?

The first step is product that provides accretive value to the customer and delights them through innovation. Second, it is critical to connect to your customers through meaning. Our new American Express brand campaign hinges on an insight. We have identified with our customers and the fact that we are essential in their lives: “Don’t Live Life/Do Business Without It.” Through this authentic and relevant platform, we have been able to reach customers through creative storytelling in moments that matter.

*Please Note: All statements are the opinion of the author and may not necessarily represent the views of The ADVERTISING Club of New York.


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