AmEx’s Open Concludes Creative Search

Account shifts after 5 years at CP+B

American Express has selected Wieden + Kennedy to handle creative responsibilities on the financial giant's Open subsidiary.

The selection follows a review in which the other finalists were Ogilvy & Mather, Leo Burnett, Droga5 and the incumbent, Crispin Porter + Bogusky. Pile + Co. in Boston managed the process.

Media spending on the brand exceeded $36 million last year, down from $52 million in 2010, according to Nielsen. Those figures do not include online spending. 

CP+B had handled the business since 2007. Before that, Ogilvy was the lead creative agency on the brand. 

W+K referred calls to the New York-based client, which declined to comment. Sources, however, said AmEx had notified the participating agencies of its decision.

—With additional reporting by Noreen O'Leary

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