Magazine article Marketing

AMEX Plots Ad Push to Boost Consumer Appeal

Magazine article Marketing

AMEX Plots Ad Push to Boost Consumer Appeal

Article excerpt

American Express is launching its biggest marketing campaign in more than four years to reposition the brand as being more contemporary and customer-friendly.

The campaign, which was created by Ogilvy Advertising and breaks on 5 October, will be based on the strapline 'Realise the potential'. Animated ads will continue to promote the 'privilege' of being an American Express cardholder, but move the focus away from the business market.

Alison Bain, vice-president and head of international advertising for American Express, said the strapline is aimed at a generation of affluent consumers looking to live 'rounded, enriched lives'.

A series of TV ads will feature examples of how Amex customer service has helped consumers in difficult positions.

A tranche of press ads meanwhile will showcase the wider benefits of being a cardholder.

One execution appeals to music-lovers with the line 'Get any closer and you'll be in the band', claiming that Amex can secure customers 'some of the best seats in the house'. …

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