American Express will break a new campaign Monday with the theme "Are you a cardmember?" The questioned is answered with demonstrations of what American Express believes are the benefits of its charge
cards. The new execution replaces "My life. My card," which has been running since November 2004.
The new inquisitive theme will be the centerpiece of a multimedia campaign with a
budget estimated at $400 million to $500 million. The strategy is to convince consumers that there are meaningful advantages to carrying the green, gold, platinum and other colorful charge cards--even
if it means paying fees not assessed for rivals.
It is unusual for American Express to switch campaign themes so quickly. "Do you know me?" ran from 1974 to 1987; "Membership has its
privileges" appeared from 1987 to 1996, with a brief interruption; and "Do more" ran from 1996 to 2004. Longtime Amex agency Ogilvy & Mather Worldwide created the new campaign.
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