Dreamers that do - a new international marketing approach

As an organisation, American Express decided in 2003 to refocus its advertising campaign to address a more global audience.

Dreamers That Do

The introduction of a new American Express international advertising campaign

Diego ScottiAmerican Express

At the end of last year, American Express introduced a new brand advertising campaign in several countries around the world with the aim of supporting its international business growth plans.

Over the last few years, the company's international business has grown rapidly as a result of a successful strategy focused on geographic expansion and the introduction of new and innovative product offerings. Today the challenge is to bring these multiple products and businesses together under one holistic positioning and create a communications platform...

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