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AMERICAN EXPRESS BREAKS NEW AD CAMPAIGN

First Since Teaming Agency With Former Creative Director

By Published on .

NEW YORK (AdAge.com) -- American Express Co. has launched its first campaign since pairing its agency, WPP Group's Ogilvy & Mather, New York, with Creative Director Gordon Bowen.

Mr. Bowen, who was formerly a creative director at Ogilvy, developed American Express' acclaimed 1987 "Portraits" campaign, which featured celebrity photo studies by Annie Leibowitz.

The TV spots, tagged "Make life rewarding," broke during telecasts of the NCAA basketball tournament.

A print campaign, which also reteams American Express with the photographic talents of Ms. Leibowitz, will break in April magazines.

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