American Express: Sweet Dreams

American Express Financial Advisory Services needed to build clientele in India, but it faced stiff competition and prospects who associated the name American Express with traveler's checks and credit cards.

American Express: Sweet Dreams

OgilvyOne Worldwide

ENTRY INFORMATION

Category: Financial Products and ServicesCountry where program ran: IndiaDate program started/ended: October 2007

Product Description: American Express Financial Advisory Services is, a premium financial service that provides individuals with advice on asset and investment management, with the goal of sustaining and growing long-term wealth.

Advertiser/Client Name: American Express Bank LimitedMedia Channels: DirectMail

STRATEGY

Marketplace Challenge:

The Indian wealth management market has been segmented by financial advisory service providers into four categories: the mass market (investible surplus $5,000 to $25,000); the mass affluent ($25,000...

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