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American Express, sometimes known as “AmEx” or “Amex”, is a diversified global financial services company, headquartered in New York City. The company is best known for its credit card, charge card and traveler’s cheque businesses. The company’s common stock trades on the New York Stock Exchange under the ticker symbol “AXP.” It is one of the 30 stocks that comprise the Dow Jones Industrial Average and is ranked as the 74th largest company by Fortune. In 2007, BusinessWeek and Interbrand ranked American Express as the 15th most valuable brand in the world, estimating the brand to be worth US$20.87 billion.
The current CEO is Kenneth Chenault, who took over in 2001. To this day, American Express continues to use celebrities in their ads. Some notable examples include a late 1990s ad campaign with comedian Jerry Seinfeld, including the two 2004 webisodes in a series entitled “The Adventures of Seinfeld and Superman.” In late 2004, American Express launched the “My life. My card.” brand campaign (also by Ogilvy & Mather) featuring famous American Express cardmembers talking about their life. The ads have featured actors Kate Winslet, Robert De Niro, Ken Watanabe, Duke University basketball coach Mike Krzyzewski, Comedian and talk show hostess Ellen DeGeneres, Professional golfer Tiger Woods, US Open tennis pros Venus Williams and Andy Roddick, Chelsea Football Club manager José Mourinho, and film directors Martin Scorsese, Wes Anderson, M. Night Shyamalan and most recently superstar Beyonce Knowles. In 2007, a two-minute black-and-white ad entitled “Animals” starring Ellen DeGeneres won the Emmy Award for Outstanding Commercial. Many American Express credit card ads feature a sample American Express card with the name “C F Frost” on the front. This is not a fabricated name, as Charles F. Frost was an advertising executive.
In addition, American Express was one of the earliest users of cause marketing, to great success. A 1983 promotion advertised that for each purchase made with an American Express card, American Express would contribute one penny to the renovation of the Statue of Liberty. The campaign generated contributions of $1.7 million to the Statue of Liberty restoration project. What would soon capture the attention of marketing departments of major corporations was that the promotion generated approximately a 28% increase in American Express card usage by consumers. Building on its earlier promotion, American Express later conducted a four-year Charge Against Hunger program, which generated approximately $22 million for a charity addressing poverty and hunger relief.
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