American Express has been whipping up buzz on Instagram with a photo series purporting to show the adventures of C.F. Frost, whose signature appears on AmEx cards in ads. The series includes snapshots of card-related perks, such as free sparkling wine, and artsy images of the high life. "We saw this as a unique way to tell our brand story with a different lens and tone," said Mona Hamouly, vice president of social media communications.
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