American Express continues to raise social bar higher and higher

Geoffrey Precourt

This event report explains how American Express, the financial services brand, has developed its strategy on social media.

American Express continues to raise social bar higher and higher

Geoffrey PrecourtWarc

In The Warc 100, our exclusive listing of the 100 smartest marketing campaigns in the world, American Express' "Small Business Saturday" was the number-two ranked global campaign and topped the list for US advertisers.

That initiative was grounded in social media, according to Andrea Zaretsky, vp/digital partnerships and development at American Express. As well as demonstrating the power of this medium, "Small Business Saturday" highlighted the channel's potential in the hands of a brilliant marketer who knew how to use it...

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