Direct choice: American Express

I have a raft of credit cards, all of which are indispensable. I use them to pay for everything from restaurants and weekend breaks to butternut squash. I am very happy with them, so have never considered myself to be in the market for yet another.

Then a friend of mine showed me a mailing she received from American Express that made me think again. As I read through it, I felt that, for the first time in a long time, I was being spoken to by someone who really understood my current status.

American Express has obviously realised, not before time, that there are women out there who have their own, hard-earned money to spend and like to indulge themselves - if only they could find the time.

When brands target women, the tendency is to treat us as part of an amorphous mass, as they seek to cover all life-stage possibilities.

The fact that American Express was the one to hit the nail on the head was surprising, as I have always considered it a male-oriented brand.

The offer contained in the mailing is very tempting and there don't seem to be any major caveats. If you sign up for a Platinum Card, you receive 2% money back on anything you buy.

At the end of the year, the total is credited to your account. No vouchers, no points - just money. I like the sound of that.

- Direct agency: OgilvyOne.


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