The Week: Advertising news - Amex seeks friendly image

American Express is launching its biggest marketing campaign in more than four years to reposition the brand in an attempt to give it a more contemporary and customer-friendly feel.

The campaign, by Ogilvy Advertising, runs with the strapline: "Realise the potential." It breaks on 5 October and includes TV, press and a DM campaign by OgilvyOne.


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content