CORPORATE CLOSE-UP: AMERICAN EXPRESS (CHART)

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Headquarters: New York.

Revenues: $14.2 billion in 1993, down 0.9%; $10.5 billion first nine months of '94, up 7.2%.

Leadership: Harvey Golub, chairman-CEO; Jeffrey Stiefler, president; Kenneth I. Chenault, president, Travel Related Services USA; Frank Skillern, president, TRS Consumer Card Group.

Worldwide marketing costs: $1 billion to $1.2 billion (estimate).

U.S. ad spending in '93: $325 million.

Major agencies: Ogilvy & Mather, New York (advertising); Bronner Slosberg Humphrey, Boston, and Wunderman Cato Johnson, New York (direct marketing).

Recent successes: Corporate card growth, fueled by U.S. government contract; Membership Miles frequent-flier program.

Challenges: Reversing strategy by embracing the revolving credit card business; stemming attrition of core charge card customers; cross-promoting remaining business units; entering new markets like debit.

Source: Advertising Age and company reports

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