Hmm, well, this was news to us, and kudos to them for keeping it on the DL for so long, but yes, Brooklyn-based, IPG-owned HUGE has quietly become a digital partner of American Express according to sources familiar with the matter. What does this mean? Well, Digitas, while still very much involved in the AmEx digital business, is no longer digital agency of record for the financial giant. We’ve been told by those in the know that as of now, there is a smorgasbord of agencies on AmEx’s digital roster including the aforementioned HUGE and Digitas as well as M Booth for social as well as W+K, Droga5 and several small mobile outfits.
While HUGE has been working with American Express since early 2011, we’ve been told by sources that the switch to the current roster model didn’t occur until a few months ago. As NBC used to tell us, “the more you know.”