American Express (Amex) is launching a worldwide media review, the first time the credit card giant has done so in more than a decade.
WPP’s Mindshare won the media buying account more than 20 years ago from Ogilvy and has been Amex’s primary incumbent ever since.
Speaking on the review, Amex vice president of public affairs Elizabeth Crosta said, “We are evaluating the way we buy media globally.
“With this evaluation, it is likely we will issue an RFP for media planning and buying.
“Our incumbent agencies would be invited to pitch.
“This is part of an effort to drive greater marketing efficiency and effectiveness across our business,” she added.
Details surrounding the review remain scant, with Amex declining to say whether the review will be done internally, nor clarifying which agencies will be invited to pitch.
Amex spent roughly US$300 million on media in the US in 2017, according to Kantar Media.
B&T has contacted Amex Australia for comment.
