American Express Company: Competitive campaign
Mariko FujinakaOVERVIEW
In June 1996 American Express Company launched a $200 million global marketing campaign to emphasize its strong brand presence and also to introduce new products and services. As competition in the credit card market intensified, American Express (AmEx) had suffered declining revenues in the early 1990s. At the same time AmEx lost market share as the company made a failed attempt at becoming a financial services supermarket by purchasing several brokerage firms, investment banking companies, and real estate businesses.
American Express hoped that its "Do More" campaign, which consisted of both print...