Elizabeth Rutledge, chief marketing officer of American Express, and Bess Spaeth, SVP global brand media and experiences for American Express, discussed adjusting messaging to fit specific consumers with Variety‘s Ramin Setoodeh at the Variety Studio at Cannes presented by Inscape and iSpot.tv.

“It’s not about B-to-C. It’s all about C-to-B. You need to listen to the customer,” said Rutledge.