Are companies urging consumers to pay down credit card debt?

09.02.09
By Timothy Jones

It appears that at least one credit card company is trying to urge consumers to not take chances with credit card debt and to try to rein in credit card spending that caused many Americans to fall into deep debt.

Forbes reports that American Express started a new ad campaign this week with the tagline: "Don't Take Chances. Take Charge."

The campaign, which is seen in print and television and will be heard on radio, still encourages consumers to use their credit card, but also attempts to give card holders the feeling that the company cares about their spending habits.

Deborah Curtis, vice president of global advertising at American Express, says that as Americans emerge from the recession the company is looking to give them more control over their spending and finances.

"Coming out of these tough economic times, we need refocus on our customers and give them a sense of greater control," she told Forbes.

However, there is likely another goal of the ad campaign - issuing more American Express cards.

Forbes notes that that the amount of cards issued in 2009 has fallen 39 percent as consumers try to get a better handle on their credit card debt.

American Express seems to have a fairly good image from its card holders even before this campaign began. A recent credit card satisfaction survey from J.D. Power and Associates found that American Express ranked highest in satisfaction with 762 out of 1,000 points - 59 points above the industry average.

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American Express' new ad campaign urges consumers to "Take Charge"