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 Express Brand: American Express Open Country: USA

Objectives

In just three years, a single annual event has helped to transform the way A . A new, designated holiday between Black Friday and Cyber Monday, dedicated to helping small businesses.

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