American Express Company: Seinfeld campaign

In 1992, American Express signed relatively unknown Jerry Seinfeld for their advertising campaign, with objective of reducing their market share deficit.

American Express Company: Seinfeld campaign

Mark Lane

OVERVIEW

Although the American Express Company (AmEx) had built its brand on an idea of exclusionary "membership," its elitist image proved a weak spot in the 1980s and 1990s, when competitors...