American Express Pursues Small Businesses With New Optima DM Campaign

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American Express last week launched a new national television commercial from DraftWorldwide. The spot is accented by a direct mail acquisition program that positions the Corporate Optima Platinum card from American Express as a convenient and flexible way for small business owners to manage their daily business expenses.


The 60-second commercial is the third in a series of commercials from DraftWorldwide that uses personal profiles to showcase the benefits of the American Express Small Business Services division to customers.


This latest execution called "Flowers by Rosa" focuses on The Corporate Optima Platinum Card product's ability to meet small business owner's needs. It offers a fixed rate of 9.99 percent APR along with expense management reports provided by American Express.


According to DraftWorldwide account supervisor Patricia Kincaid, the television ads for American Express were supported by 6 million direct mail acquisition pieces.


DraftWorldwide is the agency of record for all business-to-business marketing for American Express.
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