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American Express OPEN
Small Business Saturday

RAN IN: United States

CLIENT
American Express Company

Rosa Alfonso - VP, Corporate Affairs & Comm.
Penni Burns - VP, Americas Merchant Mktg.
Laura Fink - VP, Social Media & Small Business Saturday
Kathy King - VP, Americas Merchant Mktg.
Louis Paskalis - VP, Media, Content & Comm.
Cindy Kraft - Manager, Advt. & Brand Mgmt.

AGENCY
CP+B *Lead Agency

Rob Reilly - WW CCO


Digitas *Lead Agency

Mark Kiernan - SVP, Mktg.


Mindshare

Shaunn D'Alessandro - Principal, AIFOS
Tobias Wolf - Managing Director, Strategic Planning


M Booth & Associates


Vitrue


SUMMARY

Big-box stores have Black Friday. Online mega-sites have Cyber Monday. American Express OPEN thought small, independent business owners should have their own day, too. So, they created one. On November 27, 2010, Small Business Saturday (SBS) launched with a rallying cry of Shop Small. Mayors and governors across America officially adopted the day. And, consumers embraced it in a big way, too, pouring millions of dollars into small businesses over the most important shopping weekend of the year. American Express shop owners scored double-digit sales increases. Suddenly, small business was anything but small.

CASE VIDEO


Hero Medium: Print

Medium Featured On Video: TV, Interactive, Print

Audience: Small Business Owners and Consumers, Brand Influencers, New Audience

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English