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American Express readies Realize the Potential campaign

American Express is preparing a new advertising campaign called "Realize the Potential." The campaign, which will be the first brand advertising for the credit card company in a year, will take place in Canada, Mexico, the United Kingdom and Australia. It will include a 45-second animated television commercial that will break on Oct. 12, as well as print, outdoor and digital advertising, along with public relations. The creative makes use of minimalist illustrations against a black background. "This new campaign will really appeal to a somewhat younger demographic than American Express is traditionally associated with, and showcases how American Express is much more than just a payments card," said Denise Pickett, president and CEO of American Express Canada. "With the launch of this new advertising, American Express is back in the Canadian market in a big way. We firmly believe this is the right time to invest in our brand, as now, more than ever, people are looking for added value from the products and services they buy, and we think this fresh expression of our brand will really resonate with Canadians and bring our value proposition to life." The campaign was developed by OgilvyOne Worldwide, with Canadian support from Neo@Ogilvy, MindShare, Momentum and Brees PR.

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