Commentary
Digitas - American Express OPEN
- by August 26, 2008
American Express OPEN
http://www.openforum.com
Finalist Content Integration
American Express OPEN: Brian Lenhart, manager, brand strategy & marketing; Jami Kelmenson, content editor; Jaishri Kothandaraman, director, brand
strategy & marketing; Amy Fitzgibbons, senior manager, brand strategy & marketing; Marcy Shinder, vice president, brand strategy & marketing; Naama Ashkenazi Bloom, director; Steve Clark,
director, senior manager, online acquisition marketing; Jason Ewell, vice president, emerging channels & partnership acquisition; Rena Pandya, senior manager. American Express: Louis Paskalis,
vice president, global media & sponsorship; Jeannie Chu, manager, global media & sponsorship.American express set its goal high: a best-inclass site that helps entrepreneurs grow their businesses. The resulting site, openforum.com, is both a resource and a community. It includes interviews with entrepreneurial icons, interactive blogs by influential business leaders like Guy Kawasaki and A n i t a C a m p b e l l , licensed content from small business publications, and a thriving forum. Members can submit their own business stories to be showcased on the site. Videos from the "Share Your Story" program, filmed at live events, highlight the expertise and advice of Open members. The site is a wealth of useful, timely information and meaningful insights from peers and experts, with understated marketing that puts the needs and interests of the small-business community first.
