American Express Company: Portraits campaign (1987-1991)

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.

American Express Company: Portraits campaign

Rebecca Stanfel

Overview

The American Express Company (AmEx) launched a striking print advertising campaign in 1987. The ads, which featured photographs of celebrities by renowned photographer Annie Leibovitz,...