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NEW YORK — American Express kicks off a new corporate ad campaign Friday crafted by Gordon Bowen, a former creative director at Ogilvy & Mather who co-created the company?s “Portraits” campaign in the ’80s. The TV and print effort, which replaces the tag “Do More” with “Make Life Rewarding,” uses iconic people and an original song to unify the company?s various business units.
Earlier this year, the financial-services giant enlisted Bowen to work on the campaign with its long-time agency, Ogilvy [Adweek, Feb.
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