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.

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