Amex Moves Media Account From Mindshare To UM

Amex Moves Media Account From Mindshare To UM

American Express (Amex) has announced it has selected IPG’s Universal McCann (UM) to handle its strategic media planning and buying globally.

UM’s appointment follows a global media agency review that the company initiated in June. GroupM’s Mindshare was the incumbent on the account, having won it from Ogilvy more than 20 years ago.

Beginning in January 2019, UM will work across Amex and in collaboration with its creative agencies to help the company deliver its new global brand platform, ‘Powerful Backing’.

The platform was launched earlier this year and is focused on communicating all the ways Amex backs its customers in life and business to help them thrive.

Amex chief marketing officer Elizabeth Rutledge said: “I am energised and excited to work with Universal McCann to help us drive our business forward.

“Our goal was to select the best talent and leverage the best agency partner around the world to help us elevate our brand, deepen relationships with our customers and prospects, and drive greater marketing efficiency and effectiveness across our business.

“We selected Universal McCann because we were impressed with their capabilities across media, technology and data and insights, as well as their commitment to building teams with diverse experiences and diverse perspectives.”

UM’s global chief executive, Daryl Lee, said: “This is an incredibly exciting time for American Express and we are honoured to partner with them to help drive better outcomes for their business.

“We have been so impressed with how the American Express team lives and breathes the brand every day. Their expectations were high, and we tapped into the full resources of IPG to meet them.

“Together, we will be a united front to demonstrate the ‘Powerful Backing’ of American Express around the world.”

UM’s Australian office declined to comment further on the win when contacted by B&T, while Mindshare has been approached for comment.

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