For American Express, something more than altruism was at work.
These moves have been seen as essential for American Express to survive.
During the 1970s and 1980s, he was also the spokesman for American Express.
For American Express, that amounts to $17 million a year at the current corporate tax rate of 34 percent.
After all, he had come to town to record some radio commercials for American Express.
It is a new segment of the market for American Express.
"It seemed a good way to get things moving in a new direction for American Express, and then to move on to another challenge."
For American Express, the challenge was complicated by the company's own circumstances.
Based on that, selling a 45 percent stake would raise $800 million for American Express.
The turning point came when he completed his first voice-over for American Express.