American Express announced the launch of its latest television and digital brand campaign entitled, “The Membership Effect,” which chronicles the power of the unique benefits and innovations available to the millions of American Express Cardmembers and merchant partners connecting globally every day. The campaign is the centerpiece of a broader effort that American Express is taking to educate its customers about the potential that American Express offers to connect people to possibilities through the power of its network, or “The Membership Effect.” The American Express network connects millions of consumers, merchants and businesses around the globe in a payments and commerce ecosystem that creates value for all its participants. American Express is built on relationships, insights gleaned from data, and the ability to use these assets to enhance lives and build business success for its customers. The campaign aims to showcase how American Express delivers benefits, rewards, savings and experiences for customers and services and relationships that help its merchant partners succeed through television spots featuring actor/comedian Aziz Ansari, chef/restaurateur Thomas Keller and the Company’s Small Business Saturday initiative. The campaign also introduces a new tagline for American Express, “Welcome In,” to highlight that membership in a networked world is inclusive, ambitious and emphasizes the advantages that come from belonging to the American Express community, called out as “the power of all of us.” The campaign kicked off on March 15 and has aired during primetime lineups on CBS, NBC and Fox and will include such network hits as American Idol, Glee, CSI, Big Bang Theory, Saturday Night Live, Touch, Smash and The Voice. Thirty-second and sixty-second versions of the Keller and Small Business Saturday executions will air across more than two dozen broadcast and cable networks including AMC, ESPN, TBS and Comedy Central throughout the spring. The digital campaign includes a heavy presence across Facebook, Twitter and Apple’s iAd mobile platform.