A - B: American Express

 

The article considers the marketing campaigns run by American Express in 1996 to broaden their market. “Do More” aimed to entice new customers, and explain to them the benefits attached to owning the ...

In 1992, American Express signed relatively unknown Jerry Seinfeld for their advertising campaign, with objective of reducing their market share deficit. Visa, who charged lower transaction fees (<2%) ...

In 1996, American Express launched a new advertising campaign to address its declining market share to its main competitors Visa and Mastercard. The campaign “Do More” hoped to alter the position of A ...

In an attempt to rid their “parent brand imagery”, American Express launched their new “IN:NYC” credit card, aimed at young, single, affluent New Yorkers with a social, kinetic and fun lifestyle. Usi ...

As an organisation, American Express decided in 2003 to refocus its advertising campaign to address a more global audience. As the company seeks to address its international standing, it decided upon ...

The author believes that brands need to fit into the context of consumers' lives - and the nature of 'brand experience' is all important in determining the brand's relationship with its public. This ...

This article discusses the problems facing organisations, in particular American Express, in maintaining loyalty with customers. It goes on to highlight how traditionally loyalty was portrayed as bein ...

The article sets out the changing position of American Express using Jerry Seinfeld as a celebrity endorser during their advertisement campaigns in the 1990’s. The campaign was designed to provide an ...

This article discusses the "Portraits" campaign run by American Express in 1987, in an attempt to bolster their market position in relation to their main competitors, Visa and MasterCard. Through this ...

This 1998 DMA ECHO entry was created by Time Inc Promotion Department for American Express Publishing. The objective of this direct mail campaign was to introduce a new magazine, Travel & Leisure Golf ...

This 1998 DMA ECHO entry was created by Pluzynski Associates for American Express Merchandise Services. The objective of this catalog campaign was to generate orders from American Express Card members ...

This 1998 DMA ECHO entry was created by Thompson, Habib & Denison for American Express Corporate Services. The responsibility of American Express' Travel Agency Partnership (TAP) program is to solicit ...

This 1997 DMA ECHO entry was created by Wunderman Cato Johnson for American Express. The objectives of this direct mail campaign were to encourage usage, increase spending, and reduce attrition among ...

This 1997 DMA ECHO entry was created by Thompson, Habib & Denison for American Express Travel Agency Partnership. The purpose of the Travel Agency Partnership is to solicit travel agencies to recommen ...

This DMA ECHO entry was created by Ogilvy & Mather Direct for American Express. For the third year in a row, American Express Cardmembers were offered a $100 American Express travelers cheque for char ...

This 1996 DMA ECHO entry was created by Ogilvy & Mather Direct for American Express, both located in Hong Kong. The campaign used direct mail to target 15,000 female American Express Cardmembers who h ...

The article considers the problems of declining circulation of the newspaper “Portsmouth News”. Solutions were offered in relation to the introduction of new strategies to improve the number of reader ...