AmEx Hands Ad Account for Open to Crispin

Small-business Service Had Been With Ogilvy

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NEW YORK (AdAge.com) -- American Express has handed the advertising duties for its small-business services account to MDC Partners' Crispin Porter & Bogusky, according to the marketer.
In years past, AmEx has spent anywhere from $50 million to $100 million on Open.
In years past, AmEx has spent anywhere from $50 million to $100 million on Open.

The account had been with AmEx's agency of record, WPP Group's Ogilvy & Mather, New York, since the inception of the service, called Open, in 2002.

'New perspective'
"Ogilvy was the architect of the brand. They were instrumental in creating and launching it," said AmEx spokeswomen Joanna Lambert. "We are looking for a new perspective. When we talked to Crispin, they impressed us with their innovative ideas."

New work is expected late in the third quarter or early in the fourth.

While this may be a foot in the Am Ex door for Crispin, Ogilvy, which has worked with American Express since 1962, will continue to service the overall AmEx brand campaign, "Are you a card member?" The agency is part of AmEx's core agency team, along with Interpublic Group of Cos.' Momentum, WPP Group's MindShare and Publicis Groupe's Digitas, among others.

AmEx spent $534 million on measured media in 2006, according to TNS Media Intelligence. In years past, AmEx has spent anywhere from $50 million to $100 million on Open.

Representatives at Ogilvy and Crispin referred calls to the client.

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