American Express gets interactive with its message

09/28/2006 | Mediaweek

Over the past 12 years, American Express has reduced its TV marketing budget from about 80% of the total spend to less than half, in response to changes in technology and consumer media-consumption habits, according to Diego Scotti, AmEx VP of global advertising, who spoke at an Advertising Week event. The current marketing mix emphasizes engaging the consumer through new-media channels and events, in addition to traditional TV spots.

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