American Express

Standing up for Great British shopkeepers


Shop Small is an annual campaign which is designed to promote independent shopkeepers. It is supported by our client American Express who want to ensure that an annual campaign does not become routine and still produces stories which will capture the public’s imagination.


We created Shop Small Signatures; the idea stemming from the unique and personal nature of a written signature. We sought out the shops which local people would recognize as the epitome – the signature shop – of the local town or community. By means of a partnership with Channel 4 we ensured that we knew about the shops which fitted our campaign remit and those businesses would benefit from some additional publicity.


The Shop Small Signatures campaign exceeded all KPIs set by the client. More than 3.3 million influential social media users engaged with the campaign and drove big increase of traffic year on year to the campaign website. AmEx card members used the Shop Small businesses in their droves driving increased card usage by more than 50%. The brand tracker scores for relevance and brand affinity almost doubled compared with the same period in the previous year.