American Express hands US creative to Goodby Silverstein & Partners

American Express has appointed Goodby Silverstein & Partners to handle its U.S. creative account following a comprehensive review. The brand has also brought on 21st Century Brand to manage global brand strategy, marking a shift in how it structures its agency partnerships.

The review included Dentsu Creative and WPP's VML as finalists. Dentsu Creative, which has been working with American Express since 2017, will continue handling international advertising and other creative projects but is stepping back from the US market. This marks the first time American Express has separated strategy from creative execution. Previously, Dentsu Creative managed both areas under one roof.

The company described the move as an evolution of its agency model, designed to provide dedicated support for each line of work. The review was part of a planned strategic evaluation to meet the brand's changing business needs. Both incoming agencies will work to bring American Express' "Powerful Backing" platform to life, a concept that Dentsu Creative originally developed back in 2018.

The agency changes come as American Express ramps up its advertising investment. The financial services giant spent $241 million on U.S.-measured media in the first half of 2025, a slight increase from $235 million during the same period last year. Overall spending reached $521 million in 2024, up from $456 million the previous year.

For GS&P, the American Express win caps off a strong run. The agency has secured mandates with Zaxbys, General Mills, and Brown-Forman over the past year. These wins have contributed to a 300 percent increase in net new business revenue since July 2024.

The US account loss will impact Dentsu Creative significantly. American Express was counted among the agency's top five clients in 2024. The shop has faced other setbacks recently, with T-Mobile moving creative responsibilities in-house and Subway shifting to Publicis Groupe's Leo Burnett earlier this year. However, Dentsu Creative has picked up work with Dollar General, Microsoft, the NFL, and global creative duties for Adobe.

Before Dentsu Creative's appointment in 2017, Ogilvy served as American Express' lead agency for over five decades. Interpublic Group's UM continues as the company's global media agency of record.