American Express: Small Business Saturday

American Express OPEN was looking for ways to help small business customers be successful. But the needs of US small businesses were changing.

American Express: Small Business Saturday

Crispin Porter + Bogusky

SUMMARY

American Express OPEN was looking for ways to help our small business customers be successful. But the needs of small businesses were changing. As small businesses started to emerge from the recession, their most pressing need was to get and retain customers.

How could we help? By recognizing something unique about American Express' business model – our "closed loop" advantage – and using this to create a Brand Experience only American Express could create.

As the largest issuer of payment cards, and with a merchant relationship with millions of small...

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