Amex Financial To Be 'Ameriprise'

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NEW YORK American Express Financial Advisors, still in the process of being spun off from AmEx, has rebranded itself Ameriprise Financial, and will offer insurance, annuities, asset management and distribution under the moniker RiverSource, the company said. Its estimated $55 million advertising account last month landed at Publicis’ Saatchi & Saatchi in New York after a review. Saatchi bested IPG shops McCann Erickson in New York and Hill, Holliday, Connors, Cosmopulos in Boston, and AmEx’s lead U.S.

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