American Express Financial Advisors launched an advertising campaign this week targeting mass-affluent investors for its financial advisory services.

"Investors need and want personal financial planning, knowledgeable advice, and a trusted brand," said Jim Cracchiolo, chairman and chief executive officer of the Minneapolis broker-dealer unit of American Express Co., in a statement.

The ad campaign is one element of a broad-scale marketing effort to reach mass-affluent investors, the company said.

The Amex unit introduced Gold Financial Services this year for customers with more than $100,000 invested, while clients with more than $500,000 may qualify for Platinum Financial Services from a subset of specially qualified advisers trained to guide these investors. These tiered offerings offer one-on-one relationships and personal advice from an American Express financial adviser.

The campaign began with broadcast ads appearing in news, sports, and entertainment programming on network and cable television. Later this month, print ads are to appear in weekly and monthly lifestyle, news, business, and personal finance publications.

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