Amex reviews PR as part of lifestyle bid

American Express has put its core UK PR account out to pitch, threatening Hill & Knowlton’s nine-year hold on the business, as the charge card revives attempts to become a lifestyle brand.

Amex wants to put more emphasis on the consumer lifestyle press and into promoting its sponsorships. It has shortlisted five agencies, including H&K, to pitch for work that includes financial services PR.

Amex has an increasing number of tie-ups across fashion, music and sport, such as its sponsorship of the Wimbledon tennis tournament, and is lining up further sponsorships for the year ahead.

Amex uses agencies including Octopus PR for business travel comms, and Talk PR for fashion work; their accounts are not affected by the review, said Amex Europe director of PA (consumer business) Douglas Smith.

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