• How Amazon built distinctive assets, compound creativity and a winning culture - Ed Smith

  • Jan 6 2025
  • Durée: 51 min
  • Podcast

How Amazon built distinctive assets, compound creativity and a winning culture - Ed Smith

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  • Résumé

  • Ed Smith leads the Amazon mass marketing team in Europe. In this episode we talk about how Amazon create such emotional advertising, how they make such huge decisions in their marketing and what Ed thinks about consistency within the Amazon brand.

    Timestamps

    00:00 - Intro
    00:48 - The top selling Amazon products at Christmas
    02:53 - Ed’s career journey to Amazon
    09:08 - Amazon’s sledging grannies campaign (age representation)
    14:49 - Why is Amazon’s advertising emotional
    21:10 - Being consistent with your brand
    24:39 - How Amazon make big decisions
    28:27 - Managing the demand side of Amazon
    29:30 - Amazon’s sustainability pledge
    35:12 - The role of influencers at Amazon
    38:56 - Culture at Amazon
    46:42 - Ed’s marketing predictions for 2025
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