American Express awards global media account to UM over incumbent Mindshare

IPG’s UM has won the global pitch for American Expresses’ media planning and buying, ending a 20-year relationship with WPP’s Mindshare.

The review, launched in June of this year, will see UM take over the account from January next year and work with American Express and its creative agencies on its recently released ‘Powerful Backing’ brand platform.

American Express chief marketing officer, Elizabeth Rutledge, said she was energised and excited to work with the new media agency.

“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,” she said.

“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.”

Daryl Lee, global CEO of UM, said the results of the two companies working together would be powerful.

“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,” he said. “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.”


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