AmEx Hires McGarryBowen to Help Show That It's More Than Consumer Credit Cards
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American Express has tapped McGarryBowen to handle creative and strategy around its new global brand platform aimed at showing that the financial services company offers more than just consumer credit cards.
McGarryBowen was brought on earlier this year without a review, said Leah Gerstner, VP of public affairs at American Express. Longtime creative partner Ogilvy will remain on Amex’s roster and continue working with the company in the U.S. and international markets, she said, adding that the brand works with a number of agencies. In November, DigitasLBI created the Amex spot promoting its Small Business Saturday effort, which starred Idina Menzel and Kristen Bell.
The creative work, expected to roll out early next year, will represent all facets of Amex’s business, including consumer, merchant and commercial products and services, said Gerstner.
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