2011 4A's Jay Chiat Awards for Strategic Excellence
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2011 Jay Chiat Awards Winners

Brand Experience—Gold
Crispin Porter + Bogusky and Digitas
American Express | "Small Business Saturday"

Small Business SaturdayAmerican Express OPEN was looking for ways to help our small business customers be successful. But the needs of small businesses were changing. As small businesses started to emerge from the recession, their most pressing need was to get and retain customers.

How could we help? By recognizing something unique about American Express' business
model—our "closed loop" advantage—and using this to create a Brand Experience only American Express could create.

As the largest issuer of payment cards, and with a merchant relationship with millions of small retailers, we were deeply embedded in the transaction experience. We were uniquely positioned to help bring business owners and customers together.

And so Small Business Saturday was born. A major one-day event that invited Americans to join together to support their local small businesses. It launched on November 27, 2010, smack in the middle of Black Friday and Cyber Monday on the biggest shopping weekend of the year, to drive business to small businesses and ignite a "shop small" movement.

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