American Express is moving to modernize its venerable brand with a focus on consumers who balance doing work with living life, according to the company. It is rolling out two new taglines, "Don't Live Life Without It" and "Don't Do Business Without It," to illustrate its new positioning. Its most recent campaign used the theme, "My Life, My Card."

It's the first work for AmEx from Dentsu-owned McGarryBowen, which supplanted Ogilvy as the financial marketer's lead creative agency last year. In a series of spots, AmEx shows itself supporting consumers juggling different sectors of their lives—a young entreprenurial dad working from home with an infant, for example, or a couple accompanying their daughter to see her favorite band play. AmEx recently conducted a global study that found that more than half of people say their lives intertwine personal and professional responsibilities.

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