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21st Century Ad Campaigns: American Express Wins for 'Small Business Saturday'

A Shopping Holiday for Main Street Grew Out of a B-to-B Effort to Connect with Mom-and-Pop Shops

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American Express's "Small Business Saturday" was almost "Local Tuesday." Not really, but that was the idea Crispin Porter & Bogusky was tossing around in 2010 when American Express OPEN asked for ideas that would help their small-business merchants boost sales. Four years later, it's now an actual holiday, and an ongoing relationship building program from AmEx and its small business customers.

The campaign is one of the winners of Advertising Age's 21st Century Ad Campaigns. See the full story here.

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