Amazon’s advice for building client–agency relationships

Stephen Whiteside

Amazon, the e-commerce company, is still a relatively young enterprise in terms of being a big-ticket advertiser, and has sought to establish certain best practices with its agency partners.

Amazon has rapidly disrupted categories from groceries to entertainment and consumer electronics. But when it comes to dealing with advertising agencies, the company remains in a learning phase.

“We’re fairly new at advertising at Amazon,” reported Claudine Cheever, the Seattle-based company’s global general manager of marketing and advertising.

Claudine Cheever, global general manager of marketing and advertising, Amazon

“We’ve been doing it for about seven years. And, so, we sometimes make mistakes with our agency relationships.”

Indeed, Cheever confessed to delegates at the 4A’s (American Association of Advertising Agencies) 2018 Strategy Festival, the e-commerce and technology giant “did some stuff...

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