Amazon’s Chief Creative Officer on the power of emotional advertising, distinctive brand assets and delivering at speed

Jo Shoesmith is the Global Chief Creative Officer at Amazon. She leads lead brand creative, design, production, social, and brand identity functions, as well as agency partnerships, in the largest fixed marketing portfolio investment at Amazon. 

00:00 - Intro
01:04 - From rural Australia to Los Angeles
01:58 - From agency to client side
04:44 - That famous Jeff Bezos marketing quote
05:50 - What does the Chief Creative Officer at Amazon do
07:41 - Creating emotional, brand building advertising
09:22 - Using the brand distintive assets
10:33 - Creating inclusive advertising
13:05 - Advice for writing a really good brief
14:43 - Tenets to inform great creative
15:45 - Benefits of having in house creative (and working with agencies)
17:42 - Managing global creative teams
19:36 - What’s it like making a Super Bowl ad
22:42 - Innovation within Amazon
24:12 - Making things happen in a huge business
25:13 - Simplifying complex creative ideas
28:23 - Work Jo is most proud of
31:39 - How Amazon are using AI
33:44 - Advice to a young Jo