Campaign from American Express, Digitas and CP+B takes three golds

Small Business Saturday, a unique cause marketing campaign created by American Express, was awarded the 2012 Super REGGIE; the highest honor in American integrated marketing. Marketing agencies Digitas and Crispin Porter + Bogusky shared in the honor which also makes the campaign eligible to represent the U.S. at the Globe Awards; an international competition to recognize the world’s best marketing communications programs.

The Super REGGIE capped the 29th annual REGGIE Awards Gala presented by the Promotion Marketing Association (PMA). The event was held at Chicago’s Westin River North at the conclusion of the PMA’s Game Changers Marketing Conference.

The Small Business Saturday campaign was marked by its impactful use of social media across multiple platforms and traditional media, and the fact that Congress recognized it as an "official day".

"It’s a great honor to be recognized by the PMA," said Allison Silver, V.P., American Express OPEN. "Small Business Saturday recognized the importance of small businesses across America and motivated millions of consumers to shop small. "

Digitas’ Roger Box added, "This recognition from the PMA is a great testament to the collaborative effort it took to create Small Business Saturday."

Small Business Saturday also took home three Gold REGGIES for: Best Cause, Green, or Social Responsibility Marketing Campaign, Best Social Media Campaign, and Best Retailer-Specific Campaign. In all, 62 REGGIES were given out across 21 categories with each Gold REGGIE winner eligible for the Super REGGIE.

"Promotion strategies and tactics have found their way in to every strategy and tactic from public relations and shopper marketing to social media and advertising," said Bonnie Carlson, PMA president. "Of all the truly remarkable campaigns recognized here tonight none demonstrated that better than Small Business Saturdays."

Last year’s Super REGGIE winner, Walgreen’s Arm Yourself campaign, went on to win a Globe Award. "There is little doubt that American Express may do the same," said Ms. Carlson.

 [March 16, 2012]

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