Uncensored CMO Amazon Creative Masterclass with Jo Shoesmith Chief Creative Officer
Dec 10, 2025
Jo Shoesmith, Chief Creative Officer at Amazon, shares her insights on creating emotionally resonant advertising for a global giant. She discusses the transition from agency life to brand leadership and why Amazon still invests in traditional media. Jo reveals the secret to crafting timeless ads that engage audiences for years and the significance of right-brained storytelling. Additionally, she explores surprising insights about Gen Z and how Amazon balances creativity with agility, even in the age of AI.
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Episode notes
Truth-Driven Storytelling
- Jo Shoesmith says great ads find the truth of a character and use classic storytelling arcs to keep viewers engaged.
- She embeds distinctive brand assets so audiences instantly know who's speaking.
Simplicity Wins Short Spots
- Simplicity forces clarity: 30-second ads must pick a single emotional thread and character to follow.
- Overstuffed 'kitchen sink' ads dilute empathy and reduce effectiveness.
Build Campaigns To Last Years
- Do plan campaigns to run for years rather than swapping them annually to build familiarity and affinity.
- Design stories that feel watchable repeatedly so spots can be paused and relaunched without losing impact.
