Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Published on .

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

Most Popular
In this article: