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American Express Open for small businesses is one that has caught my eye. I think it--
it resonates with the brand promise that American Express has for small businesses. But it centers
around a digital site that is members only. And it allows for sharing of information,
sharing of ideas, brings in social media tool. And I think instead of-- there’s a lot of
buzz about social media, but I’m not a big believer on B to B being Facebook driven.
I think B to B has to be driven in close groups where it’s a group of interests, a group
that has an affinity that-- that a company will allow them to share information, facilitate
the contacts. So I thought that American Express Open was an interesting approach both from
a campaign point of view, and also on how that campaign got implemented with the digital
tool that enables the promise to come to life.