How agencies help Amazon make braver, bolder ads

Amazon, the e-commerce giant, has benefited from working with agencies when it comes to developing campaigns that are bold, brave and cut through the clutter.

In August 2018, Amazon launched a new ad campaign for its music-streaming service that synced up floating, disembodied lips with vocals from star performers like Freddie Mercury, Whitney Houston, and Kendrick Lamar.

One common reaction to the “A Voice Is All You Need” campaign: “It just doesn’t feel like Amazon,” Claudine Cheever, the company’s global general manager of marketing and advertising, conceded at the 4A’s (American Association of Advertising Agencies) 2018 Strategy Festival.

Claudine Cheever, global general manager of marketing and advertising, Amazon

“But there was something about it which was so true to the power of the differentiator for...

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