We Need More Women in Comedy, Less Louis C.K. | Time
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American Express has broke McGarryBowen to handle artistic and action about its new all-around cast belvedere aimed at assuming that the banking casework aggregation offers added than aloof customer acclaim cards.

McGarryBowen was brought on beforehand this year after a review, said Leah Gerstner, VP of accessible diplomacy at American Express. Longtime artistic accomplice Ogilvy will abide on Amex’s agenda and abide alive with the aggregation in the U.S. and all-embracing markets, she said, abacus that the cast works with a cardinal of agencies. In November, DigitasLBI created the Amex atom announcement its Small Business Saturday effort, which starred Idina Menzel and Kristen Bell.

The artistic work, accepted to cycle out aboriginal aing year, will represent all facets of Amex’s business, including consumer, merchant and bartering articles and services, said Gerstner.

“We acquire a assorted business,” said Gerstner. “You may anticipate about us as aloof acclaim cards for consumers, but we absolutely acquire a able-bodied bartering business as able-bodied globally and merchant partners, who are the ones who acquire cards back you go to pay for something.”

The messaging about Amex’s new all-around cast belvedere will accent that diversity, she said. The artistic assignment is in progress, so specific capacity could not yet be shared.

“We’ve been growing our commercial, customer and merchant businesses about the apple and reorganized the way we run the business to advance allocation beyond these genitalia of our business,” said Gerstner.

Representatives at McGarryBowen directed calls about the new accord to American Express.

AmEx is additionally cloudburst added dollars — and celebrity — into its business mix. The banking cast spent $304.4 actor on abstinent media in the U.S. aftermost year, a 9% acceleration over 2015, according to Kantar Media. After rolling out a alternation of spots for its Blue Cash Everyday agenda with Tina Fey in contempo years, the aggregation is now alive with extra Alicia Vikander and Pharrell Williams for its Platinum card. Vikander is delivery agenda spots for the artefact while Williams serves as artistic administrator for the card.

Contributing: Adrianne Pasquarelli

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