American Express has consolidated its direct marketing for all markets except the US into Ogilvy One Worldwide.
Ogilvy One has gained the consumer business, which was resigned by Wunderman Cato Johnson when parent company Young & Rubicam won Citibank’s global advertising and direct marketing account last August.
An Amex spokesman says: “We have been reviewing agencies since parting company with WCJ. Ogilvy One becomes our main agency of record for below-the-line work.”
Ogilvy One will handle direct marketing for the consumer division and the merchant division, which targets retailers globally to encourage them to accept Amex and its various offers.
Amex has used a number of local agencies around the world on a regular basis but will only use them for one-off projects in the future.
The $50m (31m) US direct marketing account has been split between Bronner Slosberg Hum phrey and Draft Direct Worldwide (MW December 4 1997).
Ogilvy One’s appointment as below-the-line agency of record strengthens the network’s hold on Amex – Ogilvy & Mather is its lead above-the-line agency.
Its most recent TV work for Amex has featured US comedian Jerry Seinfeld, in the second phase of its “Do More” campaign.