AmEx awards Asian business to O&M

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HONG KONG -- American Express has shunted all of its advertising business in Asia into Ogilvy & Mather.

The decision to review the account was taken at the end of last year, after Young & Rubicam-owned Wunderman Cato Johnson resigned its portion of the business to work on Citibank, which operates the Diners Club credit card brand. Previously, O&M and WCJ shared the Amex business in Asia.

The size of the account was not revealed, but Amex spends more on direct marketing than traditional advertising, so the win is particularly beneficial to O&M's direct marketing arm OgilvyOne.

Amex recently launched the new "Blue Card" in Taiwan, which differs from the original green Amex card in that it is a credit card that does not have to be repaid in full each month. Its target market is younger than traditional Amex users.

Versions of the blue card are being rolled into international markets with different offers to suit the country. The card is already also in Brazil, Australia and Canada and was introduced last month to Germany.

Copyright February 1998, Crain Communications Inc.

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