American Express’ latest campaign is appealing to small business owners by showcasing its Premium Business card as their best choice.

Chris Gibson, American Express Canada VP of card acquisition and engagement, tells strategy that the “Redefine Possible with Business Platinum” campaign highlights the advantages of the card when starting a small business or expanding.

In last year’s card renewal process, Amex identified financial flexibility as a key benefit that resonates with its audience of small business owners. Furthermore, according to a study done by the brand in August, eight out of 10 (81%) small business owners are confident of reaching their financial goals this year. This optimism is due to improved cash flow (80%), the introduction of new products and services (71%) and greater access to working capital (65%).

“We are seeing small business owners face the dual challenge of accelerating growth while ensuring long-term sustainability. Many are seeking ways to optimize cash flow and build resilience,” Gibson says. 

Amex also wants to build on the strong emotional connection many small business owners have with their businesses, Gibson says. As they prioritize their business, owners are looking for opportunities to celebrate their successes, which is why the campaign highlights other card benefits, such as travel points, he adds.

The campaign is being promoted through online video, Connected TV, Spotify and YouTube, with ads appearing on digital platforms such as Meta, LinkedIn, Pinterest and Reddit. The brand has placed billboards in The Well business centre and in various Toronto neighborhoods, including Leslieville, Yorkville and Queen. GO transit posters, TTC wraps and ads on transit shelters are also available in the GTA.

North Strategic and Notch Video handled creative for social and PR, while Dentsu was in charge of the creative for online video, Connected TV, YouTube, Spotify and OOH. UM Canada led media buying.