Magazine article Marketing

AMEX Returns to TV with 10 Million Pounds Sterling Adspend

Magazine article Marketing

AMEX Returns to TV with 10 Million Pounds Sterling Adspend

Article excerpt

American Express is to break the UK tranche of a new global advertising strategy next week.

The aim is to position the company as a 'flexible friend', backed by the sort of spend normally associated with government privatisations.

The campaign, worth |pounds~10m over the next four months, rejects the previous informative tactical approach in favour of a brand-building exercise aimed at positioning Amex as innovative and responsive to its customers.

"We have been getting our pricing and operating costs down and now we are ready to remind people that we are a significant leading edge company," says Amex marketing director Russ Shaw.

The "Quality People" campaign created by Ogilvy & Mather and booked by TMD Carat targets both existing customers and service establishments that accept the card.

It shows such famous and successful cardholders as Sir Terence Conran giving unscripted testimonials about the role that Amex plays in their private and business lives.

TV is supported by radio and a press campaign that resurrects the "That'll do nicely" line after an absence of ten years.

Shaw says the new strategy comes as the culmination of two years work in which the charge card giant sought to cut its operating costs by $1bn(|pounds~450m) worldwide and get its tariffs in line with its principle competitors. …

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