American Express has appointed Omnicom Group agency, Goodby Silverstein & Partners, to handle US creative and has split creative and strategy between two agencies. 21st Century Brand to manage global brand strategy. It is the first time that American Express has separated creative and strategy. Both agencies will work with American Express’ Powerful Backing platform, developed by Dentsu Creative in 2018.
The decision that removes Dentsu Creative from its US business (creative and strategy) follows a lengthy review, in which Dentsu Creative and VML were finalists. Dentsu has worked with American Express since 2017 and will still manage international advertising as well as other creative projects. Before Dentsu Creative, American Express’ lead agency had been Ogilvy for five decades.
The brand’s media account is unchanged. IPG agency, UM, has been American Express’ global media agency of record since 2018.
The major win is part of a 300% increase in net new business revenue for Goodby Silverstein & Partners since July 2024, along with wins from Zaxbys, General Mills and Brown-Forman over the last year.
