Gold Winner

Integrated Campaign

Entrant: CP+B, Boulder

American Express
"Small Business Gets an Official Day"

Description of the Project

In 2010, American Express created Small Business Saturday, a huge new shopping day right after Black Friday. But 2011 would be the real test. Would SBS be just a one-off? To help it become an ongoing tradition, in 2011 American Express brought together business owners, consumers, government officials, even big corporations to rally behind a day for small business. AMEX also created tools to help business owners reach more customers and help customers find more small businesses to shop at.

Over 100 million Americans shopped small, and Small Business Saturday cemented its place as a part of the holiday shopping season.

Directors/Cognitive Anthropology: Kaylin Goldstein/Andrew Teagle Principal: Shaunn D’Alessandro SVP: Matt Hantz Media Manager: Leela Ramdeen Associate Media Director: Seth Spievogel Managing Director: Robert Rakowitz VP Director, Media: Wade Rifkin VP Group Director, Media: Chris Kindt Associate Director, Marketing: Alex Jacobs VP Director, Marketing: Roger Box SVP Marketing: Mark Kiernan Art Directors: Mike Blanch/Laura Potsic/Daniel Burke/Josh Gross/Rochelle Rais/Kim Baskinger/Miao Wang/Kristen Giuliano/Allyson Paisley Copywriters: Adrian Alexander/Kelly McCormick/Kimberly Samskin-Barger/Adrian Dickerson/Ashley Berndt Associate Creative Directors: Jens McNaughton/Jesse Suchmann/Jenny Awasano Interactive Creative Director: Dan Ligon Creative Directors: Allen Richardson/Lewis McVey/Michael Tagle/Darci Manley/Tom Miller Executive Creative Director: Mark Taylor SVP Creative Director: Atit Shah EVP Creative Director: Matt D’Ercole Chief Creative Officers: Lincoln Bjorkman/Jeff Benjamin Global Chief Creative Officer: Rob Reilly Agency: CP+B, Boulder/Digitas, NewYork Corporate Name of Client: American Express

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