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Amex OPEN's Shinder, agency GyroHSR win top ‘BtoB's' Best honors

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New York—Marcy Shinder, VP-brand management for American Express OPEN, was recognized as BtoB's Top Marketer of 2009 at today's “BtoB's Best” luncheon in Manhattan. Garnering top honors as Best in Show was agency GyroHSR for its “John Deere Smackdown” campaign on behalf of the agricultural and construction equipment manufacturer.

Shinder was tapped for BtoB's top individual marketing honor for steering American Express OPEN's commitment to small-business customers—the core target for the OPEN business card product—with a variety of TV, online, social and direct marketing efforts, each featuring small-business customers coping with the economy.

In keeping with its commitment to “news you can use,” the unit launched a redesigned OPEN Web site, a source of small-business information, and used social media networks to build the brand and drive small-business owners to the site

GyroHSR's “John Deere Smackdown” campaign used print ads, direct mail and video to help launch Deere's new skid steer construction lift vehicle. The campaign featured plenty of humor and storytelling. Key to the effort was a showdown of the new vehicle against its main competitor.

GyroHSR's creative efforts were uniformly strong. In addition to the “Smackdown” campaign, the agency was also recognized as either winner, runner-up or honorable-mention honoree for campaigns on behalf of manufacturer Makino (“Makino IMTS VIP”), insurance provider Delta Dental (“Delta Dental Tooth Formations”) and a trade show event in support of another John Deere product.

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