American Express breaks Powerful Backing campaign
Credit card company American Express Canada has begun a new brand campaign called "Powerful Backing." The campaign makes use of two taglines: "Don't Life Live Without It" and "Don't Do Business Without It." According to the company, the initiative is intended to highlight the ways in which American Express supports customers with interconnected business and personal lives.
The campaign, developed by Mcgarrybowen of New York with local support from Oglivy Canada, consists of digital content, online videos, out-of-home advertising, influencer relations and an experiential component. The launch of the campaign will include an event in Toronto on May 28 called the "Live Life Experience," comprising a temporary display of the work of local artists.
Media work is being conducted by Mindshare Canada, with content support from Notch Video. Public relations, social media activities and influencer relations are being managed by North Strategic. Event marketing is being conducted by BTA.
"At its core, the new platform reinforces that we are a relationship brand that has our customer's backs wherever and however they need us," said Rob McClean, country manager for American Express Canada. "Many people think of us primarily as a consumer brand. But, like people's lives, our business has become more hybrid, with nearly 40% coming from serving start-ups and entrepreneurs to mid-size businesses to large corporations. We are witnessing a transformation in the way people are choosing to live as work-life balance makes way for work-life integration. People are living rich, vibrant and layered lives and appreciate when someone has their back as they navigate this blended lifestyle."