During the 2017 review, in which IPG successfully defended the account, most major holding companies participated. Initiative handles media buying, media planning and media strategy for various pieces of Amazon’s business, including everything from Amazon Ads and Amazon Prime Video to Amazon Web Services and Whole Foods.
The news comes as Amazon announced the addition of advertising to its Prime Video streaming platform. Many media buyers, who spoke with Ad Age about the details of the tech company’s pitch under the condition of anonymity, expressed enthusiasm for the streaming inventory. However, each expressed doubt about the consistency of Amazon’s marketing for its original content. One media buyer said, “They don't promote their content as much as they should,” and expressed that the streamer would need to be more consistent in its marketing of Prime Video content to fully convince advertisers to buy in.
Earlier this year, Amazon began working with 72andSunny for some of its creative work, awarding the Los Angeles shop a brand campaign that began running in May. That campaign continued Amazon’s “Every day better” tagline, a push that has been running since 2022.
The Seattle-based e-commerce giant has also worked with the likes of Lucky Generals on its holiday campaigns. This year’s holiday push should debut within a few weeks.
Last month, Amazon reported second-quarter results that blew past guidance. Net sales were up 11% to $134.4 billion and a $6.7 billion profit followed a year-earlier loss of $2 billion. Yet such blockbuster growth comes under the eye of the Federal Trade Commission, which, along with 17 states, sued Amazon earlier this week, alleging the company has created a monopoly that overcharges sellers and inflates prices.