Adweek reports that American Express has tapped two small business owners (who also blog) as part of a campaign which recently kicked off (full disclosure, American Express is a Digitas clien—though I have no idea if we are involved in this effort).
"The campaign, which is scheduled to start today and run into next year, promotes Open, the AmEx credit service geared to small businesses. Content revolves around a special section on the site, called BizBox, that features the musings of Grace Bonney, owner of a small design firm, and Andrew Kruse, who founded an alternative energy company. The duo will address the ups and downs they face running their companies. BizBox will also include a regular Q&A session with small-business experts, AmEx-produced video and contributions from readers."
Hopefully this fares better than some of the recent "fake blog" efforts we've witnessed lately.