American Express Experiences Rejuvenation With New Products and Citibank Alignment; Significant Mintel Comperemedia Direct Mail Activity and Fresh Offerings Reposition Card Provider for New Success.

CHICAGO -- American Express is making a significant imprint on the direct mail arena, with both new campaigns and its newest financial issuer giving the company an additional boost. Mintel Comperemedia, a competitive intelligence service that analyzes direct mail and print media, has identified that nearly 1.7 billion direct mail pieces in the credit card industry have been distributed in the U.S. during the first part of the year.

With the launch of a new American Express alignment with Citibank, an increase in American Express card offerings has been identified through Comperemedia's database. Citibank, the second financial service institution to issue American Express, is incorporating American Express into three of its more established product lines-- PremierPass, Platinum and Dividend. PremierPass has received the most focus from Citibank, with an estimated 3 million mail pieces circulated to consumers. It currently carries close to 70 percent of all American Express mailings from Citibank.

"American Express has substantially increased their amount of offerings, and this is resulting in great wins for its financial issuers," said Carmen Curran, analyst with Mintel. "In addition to providing diverse products that appeal to the affluent market, the company's portfolio has also captured the attention of leaders in the financial services community. Companies such as Citibank are contributing to invigorating the American Express brand."

MBNA was the first financial issuer of American Express, with more than 14 million estimated AMEX direct mail pieces mailed out already this year. Comperemedia started seeing American Express offers from Citibank in December 2005, with great momentum earlier this year. American Express has distributed an estimated 207 million mail pieces this year across all product lines.

In the fourth quarter of 2005, American Express surpassed Chase as the leading mailer during the quarter after increasing mail campaigns by 19 million estimated pieces. A substantial 15 percent of American Express' offers for the quarter promoted new card product offerings, including the new IN:LA and IN:CHICAGO cards that provide entertainment incentives, and the One card, which is a savings card.

The American Express Clear card has also joined Capital One's No Hassles card and Citibank's Simplicity card in working to make the lives of consumers easier. The company's new Clear card boasts "absolutely no fees of any kind", a new offering that is expected to raise the bar for other credit card companies who want to capture future consumers.

"By offering different cards for different lifestyles, American Express is working very diligently on increasing their existing consumer base," said Curran. "The company is known for its numerous diverse offerings, and they are hoping that the Clear card's messaging about easier living and greater consumer benefits is heard."

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