Paul Holmes 22 Aug 2010 // 11:00PM GMT
By Arun Sudhaman
LONDON: American Express has selected UK firm Nelson Bostock to handle its lucrative international brand PR business, following a fiercely contested review in London.
It is understood that Nelson Bostock consumer arm Fever won the account, and an estimated annual retainer in the six-figure range, after pitching against GolinHarris and Edelman.
The brief calls for Fever to bring to life Amex’s ‘Realise the Potential’ global advertising campaign, which launched in 2009, across non-US markets. It is expected that a combination of channels, including media, digital and experiential, will form the core of the comms push.
The ‘Realise the Potential’ campaign marks a significant departure from Amex’s usual marketing strategy of employing A-List celebrities to endorse its credit cards. Instead, the research-based initiative identified a new group of consumers, dubbed ‘potentialists’, who define themselves by their skills and experiences.
Accordingly, Amex is hoping to help this group get more from their credit cards, by offering unique experiences, such as VIP access to musical events, or educational programmes with London’s School for Life.
The advertising campaign was developed by long-term Amex agency Ogilvy & Mather. Amex has previously worked with Red Consultancy on its international PR activities.
Amex did not respond to request for comment. Nelson Bostock, meanwhile, declined to comment. The agency, best known for its tech practice, launched Fever as a spin-off consumer unit earlier this year.