American Express Reinforces Commitment to Charge Card Portfolio with Launch of New Integrated Marketing Campaign

20 octobre 2021 Pierre Perrin-Monlouis

Campaign Demonstrates How Charge is the Smarter Way to Pay; Asks Consumers To “Take Charge”

NEW YORK, September 01, 2009 — American Express announced today the launch of a new, integrated marketing campaign that brings to life the benefits of the American Express Charge Card under the theme “Don’t Take Chances, Take Charge.” Breaking in newspapers today, the campaign also includes television, magazine, radio and online advertising, which will roll out in the weeks to come. The campaign is part of an ongoing effort to educate consumers about the Charge Card and explain why it is a smart way to pay, particularly in the current economic environment.

The campaign encourages consumers to think carefully about how they pay for their purchases and to take a closer look at the cards in their wallet. By using images of every day objects with happy or sad “faces,” including a wallet, a washing machine, a jacket and a handbag, the campaign helps to illustrate how the Charge Card can help customers protect themselves and their purchases, and raises doubt about other forms of payment a consumer might use. In one advertisement, a frowning “face” that appears on a wallet is transformed into a smile thanks to the benefits and peace-of-mind that come with using the Charge Card.

The launch of the campaign coincides with the news that, for the third year in a row, American Express has been ranked highest in customer satisfaction among credit card companies by the J.D. Power and Associates 2009 Credit Card Satisfaction Study.

“The Charge Card has always been a smart way to pay, and that’s particularly true during these difficult economic times when consumers are looking to spend less, save more and get the most value for their money,” said Jud Linville, C.E.O. and president of Consumer Services, American Express. “Consumers want to take charge of their finances and the Charge Card can help them do exactly that.

“Consumers have so many ways to pay when they reach the register, and they may not always think about the benefits, or the potential pitfalls, of using a particular card. This campaign reinforces the benefits of the American Express Charge Card. For example, because Cardmembers are required to pay off their balance in full each month, Charge Cards can help consumers live within their means and stay out of debt. Charge Cards also offer a level of certainty and peace-of-mind that doesn’t come with cash, checks, debit or other types of payment. Charge Cardmembers can relax, knowing that their new purchases made with the Charge Card are covered for damage and theft and that award-winning customer service is just a phone call away. Plus, they can build a credit history and earn Membership Rewards® points that have no expiration date and that can be used for everything from travel on any airline, anytime, to electronics to practical rewards including gas and clothes for back to school.”

The marketing campaign launches today with print advertisements in national newspapers, including The Wall Street Journal, The New York Times, and USA Today. On September 2, print advertisements will run in major regional newspapers, including Boston Globe, New York Post, Los Angeles Times, San Francisco Chronicle and the Chicago Tribune. Television advertising will begin to air on major broadcast and cable stations such as CBS, FOX, NBC, TNT, A&E and the Discovery Channel breaking during the U.S. Open on September 5. The digital element of the campaign will include an interactive social media component.

As part of the new campaign, American Express has created a Web site,, where consumers can learn more about the Charge Card, get personal finance tips, advice and information that they can use to take charge of their personal spending. Additionally, consumers can call 1-866-212-AMEX for more information.

American Express is also helping consumers take control of their spending with online money management tools, such as account alerts and tracking tools, which enable Cardmembers to closely monitor and track their spending, as well as year-end summary reports that provide an easy way to simplify expenditures and record keeping.

The American Express Charge Card portfolio includes: the American Express Card, the American Express Rewards Green Card, the American Express Preferred Rewards Green Card, the American Express Gold Card, the American Express Rewards Gold Card, the American Express Preferred Rewards Gold Card, the American Express Rewards Plus Gold Card, the Platinum Card®, and the Centurion® Card.

About American Express
American Express Company ( is a leading global payments, network and travel company founded in 1850.

*Terms and conditions apply to benefits and protections.

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