Amex Financial To Be ‘Ameriprise’

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. agency, WPP’s Ogilvy & Mather in New York.

GM Emphasizes Plate Differences

DETROIT As part of a new image strategy, General Motors said it will beef up brand identity for its divisions by stressing differentiation among models—a policy that could lead to the elimination of some nameplates that are too similar to others. “With Chevy, we’re using ‘expressive value,’ for Cadillac it’s ‘performance luxury’…” said Betzy Lazar, general director of advertising and media operations.

Fcc on Product Placement

WASHINGTON Jonathan Adelstein, a Democratic member of the FCC, last week called for increased disclosure of product placement and paid product pitches on TV, and said the government should investigate dubious practices. It was not clear whether the Republican chairman of the FCC, Kevin Martin, who effectively controls the agency’s agenda, shared his perspective.