Podcast ¦ Uncensored CMO: The creative genius behind Amazon’s world beating advertising – Jo Shoesmith

Key Take Aways

• Establishing a clear brand architecture and consistent visual language significantly enhances recognition and trust, which is vital in complex, multilocational organisations like financial services.
• Long-term brand planning and campaigns of three to five years build resonance and loyalty, rather than frequent refreshes aimed at rapid relevance.
• Simplification in storytelling and advertising helps create memorable, recognisable messages that resonate across diverse audience segments, reducing complexity.
• Emphasising human-centred narratives and universal truths enhances emotional connection, leading to stronger engagement and brand loyalty.
• Intergenerational storytelling broadens appeal, allowing brands to connect across age groups by highlighting shared values and relatable human experiences.
• Authentic representation of diverse groups, including different ages and backgrounds, is vital for meaningful customer engagement.
• Consistency over time in messaging, campaign style, and storytelling yields greater long-term recognition and impact, as opposed to constantly changing creative approaches.
• Recognising that ideas are only effective once they are operationalised within the system emphasises the importance of execution and system design.
• Using AI as a workflow and insight tool enhances efficiency without replacing human judgment; starting with strategic questions ensures relevant AI application.
• Patience in campaign development and allowing stories to mature over time can deepen audience engagement, rather than seeking instant results.
• Every touchpoint, from product design to advertising, should emphasise core brand attributes, with cross-disciplinary integration fostering coherent storytelling.
• Embracing the realisation that cultural relevance and human stories are central to effective communication helps brands cut through noise and foster authentic connections.

Key Statistics

• Amazon has achieved a maximum rating of 5.9 stars on the System1 database over the last five years.
• Amazon’s advertising spend varies yearly but is carefully planned with strategic considerations on distribution and brand focus.
• Recent research indicates that 93% of ads feature Gen Z in the past three years, with 48% portraying them as the lead character.
• The same research revealed a surprising decline in connection when Gen Z see themselves in advertising, with a drop of approximately 0.6 to 1.5 stars in star ratings.
• Over a five-year period, Amazon has had three out of five years where its advertising work topped Christmas awards, reflecting sustained creative excellence.

Key Discussion Points

• The importance of a centralised brand creative function that oversees diverse categories and coordinates with external agencies to build recognisable brand experiences.
• Transition from agency to client-side reveals a shift in understanding creative value, from purely producing ideas to focusing on strategic relevance and business context.
• The necessity of framing creative ideas within the operational realities and business implications to prevent rejection due to perceived impracticality.
• Utilising physical and digital environments (like pause-screen advertising) to find innovative, non-obnoxious messaging opportunities.
• The role of storytelling principles such as character arcs, tension, and character recognition in developing compelling advertising content.
• The value of simplicity and clarity in storytelling, avoiding clutter and multiple characters to maintain audience engagement.
• The strategic importance of long-term campaigns, resisting the tendency to constantly refresh creative assets.
• The significance of cultural insights, like traditions and intergenerational stories, in creating emotionally resonant advertising.
• How understanding the nuanced perceptions of different demographic groups, such as Gen Z, can inform more effective representation.
• The practical application and limitations of AI in creative workflows, highlighting its role in optimisation rather than replacement.
• The importance of patience in campaign development to allow stories to build resonance and expand over time.
• The foundational role of a cohesive brand identity—sound design, visual language, and messaging system—in enabling creative flexibility and consistency.

Podcast Description

This podcast features a high-level discussion with leading creatives and strategic thinkers on the future of brand storytelling, advertising effectiveness, and organisational agility. Grounded in practical experience and strategic insights, it explores how organisations—particularly in complex sectors like financial services—can build long-term, emotionally resonant brands through simplicity, consistency, and innovative use of technology such as AI. The conversation underscores the importance of understanding human stories, cultural relevance, and operational realities to create compelling narratives that endure over time.