Ogilvy readies AmEx 'Moments

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Ogilvy & Mather Worldwide, New York, is working on a new campaign for American Express Co. built on "moments of truth," according to the agency's chief creative. Speaking at the 1999 Four A's Account Planning Conference, Rick Boyko, Ogilvy president-chief creative officer, said the shop presented a concept in late June that uses the truth theme throughout general advertising, point-of-purchase and direct marketing. Direct-mail pieces timed to life events such as marriage and the birth of children are included, Mr. Boyko said. An AmEx spokeswoman said the company had no comment, although she did confirm comedian Jerry Seinfeld would continue to appear in ads.

Copyright July 1999, Crain Communications Inc.

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