American Express renews communications focus with appointment of ASDA'A Public Relations in Saudi Arabia

The appointment, which follows a five-way competitive pitch in March, reflects the new thrust in American Express' operations across the region and its focus on brand evolution and reach. ASDA'A's services will be used by both Amex (Saudi Arabia) Limited (ASAL) and American Express Middle East (AEME).

While ASAL will continue to work with Horizon.FCB for above-the-line (ATL) and continue its long standing relationship with Ogilvy One for below-the-line (BTL) advertising requirements, it has chosen ASDA'A for its regional expertise in Public Relations consultancy, with particular focus on Saudi Arabia.

Nabil Abou Alwan, Head of Marketing at Amex (Saudi Arabia) Limited, said: "Tailoring communications to meet the local needs of every individual market is crucial in overcoming business challenges. Having the largest GDP in the Middle East and tremendous growth potential in the payments industry, Saudi Arabia is an important market for American Express and we are confident that the appointment of ASDA'A will add further impetus in raising our external communications profile."

"This is an exciting time for us as the American Express brand is sharpening its focus in the region and we wanted to extend this renewed vigour to our stakeholder communications," said Premal Patel, Marketing Director for the Middle East & North Africa Region, American Express Middle East. "ASDA'A's formidable track record and strong presence in our key markets made them a natural choice to carry our communications strategy forward."

Sunil John, Managing Director of ASDA'A Public Relations, said: "We are delighted to work with a world leading and premium brand such as American Express. Our wealth of highly qualified professionals and in-depth market knowledge distinguishes our offerings - which will support the realization of American Express' business goals."

As the fastest growing Agency in the Middle East, ASDA'A was declared 'PR Agency of the Year' at the prestigious Campaign Middle East Awards 2005 in January, 2006. With 10 wholly owned offices across the Middle East and North Africa and over 170 PR professionals, ASDA'A Public Relations is the region's leading PR firm offering a complete range of cutting-edge consultancy services from reputation management, change management and issues and crisis communications.

Amex (Saudi Arabia) Limited has significantly expanded the services offered to American Express Card members and merchants in the Kingdom by establishing a fully autonomous servicing centre in Riyadh. ASAL issues a variety of charge and credit Cards billed in Saudi Riyals or US Dollars, including the Personal Card (Green), Blue, Gold Card and Platinum Card. ASAL also offers comprehensive Expense Management Solutions for small, medium and large-sized businesses.