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American Express Middle East launches the New Global Brand Platform in MENA

American Express Middle East has unveiled the new American Express brand platform and marketing campaign across the MENA region. The campaign reflects how people live and work and celebrates the new reality that life and business are increasingly interconnected, and the unique role American Express Middle East can have in supporting people today under “Powerful Backing: Don’t Do Business / Don’t Live Life Without It.”

“Our cardmembers live hectic lives, they value human connection and experiences. Experience has become the product, and that insight has helped shape our vision to provide the world’s best customer experience every day” said Paul Mampilli, Regional Head of Marketing, American Express Middle East. “After more than 40 years in this region we know what our Cardmembers have come to expect from us and we make significant investment to make sure we meet their expectation and provide them with the powerful backing of American Express so they can move forward in life”.


A global study commissioned by American Express showed that more than half of people today are living blended lives, with personal and work life deeply intertwined. The study, which was conducted in eight countries, also revealed that two in three people feel they can achieve more because of this work-life integration.


American Express Middle East is uniquely positioned to deliver on its promise to have its customers’ backs as they live life and do business. The campaign reflects American Express’ diverse business, which covers Cardmembers, American Express accepting merchants, acquirers and bank partners that connect through the American Express Network across 18 countries including the Middle East.


Powerful Backing: Don’t Do Business / Don’t Live Life Without It

At its core, the new brand platform reinforces the unique relationships we have with our customers, and is drawing on our brand heritage of service, security and trust, this is first and foremost a brand platform – it’s a guiding principle for how we treat our customers, employees and partners, and how we develop new, innovative products and services to deliver on our vision to provide the region’s best customer experience across all the customers we serve. The campaign is just the beginning,” said Mampilli.


Beginning 15th December, the campaign will deliver both consumer and business messages at scale, with a focus on communications channels that are at the intersection of life and work.To view the new campaign, please visit the www.americanexpress.com.bh/amexen2018


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