Bowen Working With Ogilvy Again

NEW YORK — Gordon Bowen, a former creative director at Ogilvy & Mather, is returning to the agency to work on a project for American Express, the agency confirmed. Bowen, a freelance copywriter based in Salt Lake City, will work with O&M in the development and production of a new campaign for the brand. When he was at Ogilvy in the ’80s, Bowen helped create American Express’ “Portraits” campaign, featuring celebrities photographed by Annie Leibowitz.

Production on the new effort is underway, the agency said. According to sources, the credit card company wants a new brand advertising campaign in the second quarter that will replace the “Do more” themeline currently in ads for its various brands.

The agency and client declined comment on the new campaign. American Express spent $200 million in media last year, per CMR.

Most recently, Bowen crafted ads for UPromise, a Brookline, Mass.-based customer loyalty program, as a part of its senior management team. In the ’90s, Bowen served as executive creative director at Young & Rubicam in New York, helming AT&T. Before that, he was at McCann-Erickson, New York, where he worked on the Coca-Cola account.