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2010: American Express encourages consumers to shop local with ‘Small Business Saturday’ initiative


By The Drum Team, Editorial

March 31, 2016 | 2 min read

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Small business Saturday

Today’s marketing moment was chosen by Adrienne Scordato, founder and CEO of Atrium PR. Below, see why the 2010 launch of American Express’s ongoing ‘Small Business Saturday’ initiative is her favorite marketing moment.

Having worked for and with numerous agencies, I have found that the best campaigns do two things - 1) create measurable results and 2) have the ability to seep into our culture or start a movement.

I love the American Express Small Business Saturday program because of its ability to hit both of those goals.

When the leader of the free world (President Barack Obama) tweets about a campaign, that tells me that something is working! Nevermind the fact that the campaign resulted in over 100 million Americans shopping at smaller businesses, helping them succeed during the holiday season, which primarily supports the Big Box stores.

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

Marketing Moments American Express Marketing

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