"The Next Chapter” by American Express Business Class is a six-episode podcast drawing on the experiences of best-selling authors across various industries, as they share their “next chapter” and offer critical advice not only for business, but also for success in life. Hosted by renowned journalist and podcaster Cardiff Garcia, episodes feature celebrated business leaders and trailblazers, including Luvvie Ajayi, Adam Grant and Malcom Gladwell to help small business owners and business-minded individuals understand “what’s next” for them.

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Business Class is a global content platform redefining what business education means, addressing the challenges facing millions of small businesses through lifestyle content and experiences available at no cost. American Express recognizes that change is an ever-present concept in the world of business, and so challenged themselves to answer this question: Could we transform advice from best-selling business books into digestible chapters, curating a one-of-a-kind book club that supports businesses through change? The goal of this work was to reach small business owners and business-minded individuals with high impact, high reach business content and thus increase brand favorability and familiarity. Offering readers a peek into how some of the foremost business leaders and New York Times bestselling authors think and act, “The Next Chapter” podcast did just that.

The Next Chapter started a global conversation – results soaring past multiple benchmarks; coverage in Fast Company and Adweek; and reaching #10 on the Apple Podcast “Business” Chart and #1 on its subcategory “Careers” Chart.

All six episodes drove growth in Unaided Brand Awareness. Episode 3 (Luvvie Ajayi) and Episode 4 (Adam Grant) showed +10 point gains in Brand Familiarity. Episode 4 (Adam Grant) also directionally improved Aided Awareness and grew Favorability of the American Express brand; Episode 6 (Malcolm Gladwell) led to double-digit growth among “Delivers thought provoking business content” and “Provides content that helps businesses stay competitive.”

With this ad campaign, American Express delivered on their goal of high impact, high reach business content that had audiences across the world asking themselves “What’s my next chapter?”

Each episode offers readers a peek into how some of the foremost business leaders and New York Times bestselling authors think and act. The podcast takes a sophisticated approach, exploring common occurrences such as the art of gathering, harnessing the power of connection to better negotiate and making good trouble at work. At every turn, the podcast prepared the listener to consider different perspectives on how to create meaningful change. The goal is for listeners to immerse themselves into candid conversations with thinkers from all disciplines, who offer candid, strategic thoughts on how business owners can improve their career trajectory, business practices or their lives.

The last few years have, by many accounts, been defined by the unknown and constant change. The concept of the ‘next chapter’ implies the same, providing listeners with the opportunity to hear from thought leaders and trailblazers as they seek to understand “what’s next” for them. The podcast offers stability amidst ever-changing realities through this format.

The talent featured in the series bring tremendous cultural capital as highly influential and well-respected thought leaders in the area of self-development for both business and personal success, drawing on the targeted business audience’s interests.