The second-largest credit card company “American Express”, soon to be launched world’s first media review for more than a decade, a representative confirmed Friday.
“We assess, how we buy media all over the world,” said Vice-AMEX President of public Affairs Elizabeth Crosta. “With this assessment, it is likely we will issue the RFP for media planning and buying. Our Agency staff will be invited on the field. This is part of efforts aimed at improving marketing and business performance”.
Crosta declined to specify whether AMEX will manage the review inside. It was unclear whether any bodies outside the existing client registry will be offered the field.
This news comes two decades after a primary incumbent on the business, CND fame, first won the media buying account from Ogilvy and more than 13 years after he last successfully defended against the initiative, IPG and dentsu’s carat.
It also follows the decision of American Express to move a significant portion of his work from Ogilvy brand to mcgarrybowen in June 2017. This shift that sources close to the issue claim that was months in the making, was a serious blow to Ogilvy, which was the lead Agency on the account since 1962.
Mcgarrybowen’s rebranding began in April under the “live the life” slogan.
The company has undergone some significant leadership changes in recent months, naming a new CEO and new marketing Director in February. Kenneth chenault, who brought “American Express” since 2001, as only the third black CEO of Fortune 500, announced his retirement last fall and subsequently reduced to a technical world, becoming Facebook’s first non-white member of the Board in addition to the functions of the Chairman and managing Director of the popular venture firm General catalyst partners. Former group President, global corporate card amex services Stephen Squeri succeeded him.
At the same time, a 25-year veteran Elizabeth Rutledge was promoted to CMO she was Vice President of global advertising and brand management and was expected to predecessor John Hayes, who departed in 2016 after more than two decades.
On the side of the media, the American Express that nearly 200 million cardholders in over 100 countries worldwide in 2018, was one of the first major advertisers to dive into programmatic. At AWP 2014, the company called the ad-technology providers to fully automate its display buying efforts, but the publicity continued to play a key role in monitoring the process. Later, the company moved to more actively monitor what software works when moving to streamline the Agency and ad tech partners.
In addition to Mindshare, “American Express” is currently working with digitas Agency of publicis Group, for digital media. Representatives of these institutions do not respond to requests for comment.
According to Kantar Media “American Express” spent about $ 300 million on measured medium in the U.S. in 2017, down from in 2016 and $400 million in the previous year to $ 500 million.