Ed Smith, who leads the Amazon mass marketing team in Europe, shares insights on how the company creates emotional advertising that connects with consumers. He discusses the innovative sledging grannies campaign that challenges stereotypes and the importance of authenticity in representation. Ed also explores Amazon’s approach to brand consistency, the balancing act of sustainability during peak demand, and the impact of influencers on marketing strategies. His predictions for 2025 shed light on the future of marketing and Amazon's unique corporate culture.