May
18
Nine-Brand Coalition Rolls Out Campaigns for New AmEx Loyalty Plan Plenti
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American Express and the marketers participating in its new rewards program Plenti are rolling out ad campaigns that promote each other’s businesses as well as their own.
An American Express campaign created by Ogilvy & Mather features anthropomorphized objects to embody participating brands — a singing handbag to represent Macy’s, for example, and a gas pump for ExxonMobil. “It personifies this idea of what you’ll see in each of our different partners’ retail locations,” said Pepper Evans, VP-branding and marketing for Plenti at American Express. “It’s Plenti bringing these brands together for the first time.”
Rite Aid, another member of Plenti, began a campaign yesterday that also features Macy’s and ExxonMobil, along with AT&T.
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