CIBC AND AMERICAN EXPRESS FORM PARTNERSHIP
By Adnews Staff
Canadian Imperial Bank of Commerce and American Express have signed a new agreement by which CIBC will issue American Express-branded credit cards in Canada. CIBC will be the first bank in Canada to issue both American Express and Visa credit cards. This is also American Express' first card-issuing partnership in Canada. CIBC will issue a line of American Express cards under the name "entourage". CIBC will own the accounts and handle customer service support. CIBC will also be responsible for marketing the cards to Canadians. A national advertising campaign, including television, direct mail, online and outdoor media, will begin this month. Mass advertising, including TV and outdoor, is being handled by Publicis while the direct marketing is being done by FCB.