Ameriprise Financial Captures the Passion of the New Retirement Revolution; New Advertising Campaign Highlights Passionate Stories From A Unique Generation.

MINNEAPOLIS -- Today, Ameriprise Financial, formerly American Express Financial Advisors, launches its first ever advertising campaign since the announcement of the upcoming spin off from its parent company, American Express. Partnering with Saatchi & Saatchi New York, the ads focus on the expected passion and creativity that the baby boomer generation will bring to its approaching retirement.

Thematically, the campaign is built around the idea that the baby boomer generation will approach retirement very differently than previous generations, just as they have approached every phase of life in their own unique way. Breaking away from the "sea of sameness," Ameriprise Financial chose not to use actors and rather feature the true stories of people from the baby boomer generation that exemplify individuality and distinction. The majority of the people appearing in the commercials are real people with a personal story that underscores how the next generation of retirees is redefining retirement.

"With this campaign, Ameriprise Financial wants to highlight our understanding that financial planning is about the individual. That's why we focus on building strong relationships with our clients through face-to-face advice," said Kim Sharan, Chief Marketing Officer of Ameriprise Financial. "This is not a "one size fits all" process - each person has a unique goal for retirement and Ameriprise Financial has a unique strategy for helping them fulfill that dream."

The campaign will include television, print and out of home elements. Broadcast spots will launch in high-viewer programs on network and cable stations, including: "Will & Grace," "Lost," "Survivor," "CSI NY," "ER" and "House." The ads will appear during other high-profile prime-time programming such as, the Emmy Awards, "Desperate Housewives," "Boston Legal," "Grey's Anatomy," "The Office," "The Apprentice," "Law & Order" and "24." Ameriprise Financial will also have a leadership presence in such sports events as the President's Cup, College Football, MLB play-offs and MLB World Series. Print ads will launch in prominent positions in news, business, personal finance and lifestyle publications, including: BusinessWeek, Time, More, Black Enterprise, Esquire, Money, SmartMoney, Golf and Sports Illustrated.

The advertising campaign supports Ameriprise Financial's core strategy of providing comprehensive, face-to-face financial advice to the mass affluent. This group, with its massive contingent of baby boomers, represents the largest and fastest growing demographic group in the country, and Ameriprise Financial is uniquely qualified to help them achieve their individual visions of retirement.

About Ameriprise Financial

Ameriprise Financial, Inc. is one of the nation's leading financial planning, asset management and insurance companies. Through Ameriprise Financial Services, Inc., its affiliated broker-dealer with a nationwide network of more than 10,500 financial advisors, Ameriprise Financial delivers solutions to clients through a comprehensive and personalized financial planning approach built on a long term relationship with a knowledgeable advisor. The company specializes in meeting the retirement-related financial needs of the mass affluent. For more information, visit www.ameriprise.com.

Ameriprise Financial Services, Inc., Member NASD, an Ameriprise Financial company. On or after September 30, 2005, Ameriprise Financial expects to separate from American Express Company. After separation, we will no longer be owned by American Express.