The Drum Awards for Marketing - Entry Deadline

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Date: May 2018
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American Express is targeting curious and passionate consumers with the launch of its global brand platform ‘Powerful Backing: Don’t Do Business / Live Life Without It’.

The platform, which has already rolled out in the US and Mexico, sees the brand abandon its ‘Realise the Potential’ positioning in a bid to connect with the modern consumer.

The platform is being supported by an advertising campaign which incorporates mobile, social, podcasts, TV, cinema and outdoor channels. The campaign was created by mcgarrybowen and was localised by Mindshare and Ogilvy One.