Rediscovering the lost art of interpretation: Insights from American Express

Geoffrey Precourt

No marketer in the United States has more successfully orchestrated paid, owned and earned media than American Express Co. In effect, its 2010 campaign to develop – and subsequently nurture – Small Business Saturday not only garnered top honors at the Cannes Lions and the Jay Chiat Awards run by the 4A's (American Association of Advertising Agencies), but it also provided an "Aha" moment to the entire marketing ecosystem which discovered, for the first time, the full impact of digital, analogue and social media working in tandem.