Howard L. Clark; Executive Led American Express to Success

Howard L. Clark, a corporate executive who manned the helm at American Express while it developed into a corporate giant, died Friday. He was 84.

Clark was named president and chief executive of American Express in 1960, when the now-ubiquitous green charge card was only two years old.

Although the company was losing money, Clark declined to sell the business to Diners Club, a competitor, and instead chose to aim the card at wealthy travelers taking advantage of the burgeoning growth of commercial air travel.

The gamble paid off, because after an aggressive advertising campaign in which people with well-known names but not-so-well-known faces asked “Do you know me?” the company began to turn a profit.

A second successful campaign told travelers, “Don’t leave home without it,” helping to increase the company’s sales of travelers checks.

When Clark retired as chief executive in 1977, the company had 650 offices in 108 countries and more than 8 million cardholders.

Born in South Pasadena, Clark was a leading junior golf and tennis player as a teenager. He was Southern California junior golf champion in 1933 and a top amateur tennis player.

Clark graduated from Stanford in 1937 before moving to New York City, where he attended Columbia University’s business school and later Harvard Law School. During World War II, Clark served in the Navy, attaining the rank of lieutenant. He joined American Express soon after the war as an assistant in the executive office.

After retirement, Clark devoted his life to philanthropy and golf, serving as a member of the executive committee of the U.S. Golf Assn. from 1978 to 1983.

He is survived by his wife, Jean B. Clark; a brother, Bevis Clark of Bonsall, Calif.; three sons; a daughter; five stepchildren; 25 grandchildren; and three great-grandchildren.