SMALL BUSINESS GETS AN OFFICIAL DAY by Crispin Porter + Bogusky Boulder, Digitas New York for American Express

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SMALL BUSINESS GETS AN OFFICIAL DAY

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Industry Banking & Financial Services
Media Digital, Interactive & Mobile
Market United States
Agency Crispin Porter + Bogusky Boulder
Chief Creative Officer Lincoln Bjorkman, Jeff Benjamin, Rob Reilly
Associate Creative Director Alex Jacobs
Art Director Mike Blanch, Daniel Burke, Rochelle Raiss, Josh Gross
Creative Atit Shah
Agency Digitas New York
Chief Creative Officer Lincoln Bjorkman, Jeff Benjamin, Rob Reilly
Associate Creative Director Alex Jacobs
Art Director Mike Blanch, Daniel Burke, Rochelle Raiss, Josh Gross
Creative Atit Shah
Released June 2012

Awards

Cannes Lions 2012
Direct Lions - Grand Prix
Cyber Lions Best Digitally Led Integrated Campaign Gold
Promo and Activation Lions Best use of Social Media Marketing in a Promotional Campaign Silver
Cyber Lions Community Applications Silver

Credits & Description

Type of entry: Digitally Led Integrated Campaign
Category: Best Digitally Led Integrated Campaign
Advertiser: AMERICAN EXPRESS
Product/Service: AMERICAN EXPRESS
Agency: CRISPIN PORTER + BOGUSKY Boulder, USA
Advertiser AMERICAN EXPRESS
Product AMERICAN EXPRESS
Entrant CRISPIN PORTER + BOGUSKY Boulder, USA
Type of Entry: Digitally Led Integrated Campaign
Category: Best Digitally Led Integrated Campaign
Title: SMALL BUSINESS GETS AN OFFICIAL DAY
Advertiser/Client: AMERICAN EXPRESS
Product/Service: AMERICAN EXPRESS
Entrant Company: CRISPIN PORTER + BOGUSKY Boulder, USA
DM/Advertising Agency: CRISPIN PORTER + BOGUSKY Boulder, USA
2nd DM/Advertising Agency: DIGITAS New York, USA
Chief Creative Officer: Rob Reilly/Jeff Benjamin (Cpb)
Chief Creative Officer: Lincoln Bjorkman (Digitas)
Vice President Executive Creative Director: Mark Taylor/Allen Richardson (CPB)
Interactive Creative Director: Dan Ligon (CPB)
Art Directors: Daniel Burke/Rochelle Raiss/Mike Blanch/Josh Gross/Laura Postic (CPB)
Copywriters: Kelly Mccormick/Adrian Alexander/Jens Mcnaughton (CPB)
Directors Of Cognitive Anthropolgy: Kaylin Goldstein/Andrew Teagle (CPB)
Executive Vice President/Creative: Matt D'ercole (Digitas)
Senior Vice President/Creative: Atit Shah (Digitas)
Executive Vice President/Marketing: Mark Kiernan (Digitas)
Vice President Director/Marketing: Roger Box (Digitas)
Associate Director/Marketing: Alex Jacobs (Digitas)
Vice President Group Director Media: Kris Kindt (Digitas)
Vice Presiden Director/Media: Wade Rifkin (Digitas)
Managing Director: Robert Rakowitz (Mindshare)
Associate Media Director: Seth Spievogel (Mindshare)
Media Manager: Leela Ramdeen (Mindshare)
Senior Vice President: Matt Hantz (M Booth & Associates)
Principal: Shaunn D'alessandro (Aifos)
Brief Explanation
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, 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. Ultimately, over 100 million Americans shopped small, and Small Business Saturday cemented its place as a part of the holiday shopping season.