American Express Open: Small business gets an official day

With this campaign, American Express set out to surpass its previous year's benchmarks for Small Business Saturday, an event dedicated to changing how Americans regards small businesses.

American Express Open: Small business gets an official day

Digitas/Crispin Porter + Bogusky New York

Advertiser: American ExpressBrand: American Express OpenCountry: USA

Objectives

In just three years, a single annual event has helped to transform the way America thinks about small businesses: Small Business Saturday® . A new, designated holiday between Black Friday and Cyber Monday, dedicated to helping small businesses.

It started as a single-day event, but before long it took on a life of its own and has become a movement in the truest sense. We helped it accomplish that by...

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