American Express Company: Competitive campaign

Mariko Fujinaka

The article considers the marketing campaigns run by American Express in 1996 to broaden their market.

American Express Company: Competitive campaign

Mariko Fujinaka

OVERVIEW

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...

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