American Express Canada: Cloud 10 - Revitalizing the airport as an acquisition channel
Ogilvy & Mather
Situation analysis
Overall assessment
"The definition of insanity is doing the same thing over and over and expecting different results."
Albert Einstein
Platinum Card losing its luster
American Express's premium card franchise had been lagging in Canada for some time. The reasons were several: slow but steady increases in our annual fees; intensifying competitive card offers with me-too benefits and impressive media spends; and a perceptual weakening of the historic link between American Express and premium travel value. The result was all too clear:...