AMEX LAUNCHES NEW TAGLINE
By Adnews Staff
U.S.-based American Express launched a new North American brand advertising campaign earlier this month. Taglines in the TV ads replace the well-known, "Don't Leave Home Without It" and "Membership Has Its Privileges," mottos. The company says in a release that the new line, "American Express helps you Do More," is designed to "deliver an empowering message to consumers." Created by Ogilvy and Mather of New York and adapted for the Canadian market by the agency's Toronto office, the campaign consists of three TV spots to be followed by a print campaign. The three spots will each focus on a different aspect of American Express' credit cards. One ad will focus on the promise of superior customer service and delivery. Another ad will concentrate on the American Express no-fee, low rate credit cards and the third spot will feature the company's customer loyalty reward program. The company will also continue to run its spots featuring comedian Jerry Seinfeld. The print campaign is scheduled to follow the TV spots in mid-May.