Amazon Media Group, which focuses on the intersection of e-Commerce and advertising, has launched the Trusted Creative Partner Program. The Program is designed to allow select agencies to establish and deliver creative programs for Amazon Fire tablets via Special Offers and e-Commerce Ad units.
To qualify for the Trusted Creative Partner Program, organizations trained with Amazon design teams to ensure experiences are customer-centric and tailored to Amazon sites and devices. The Amazon Media Group umbrella includes a variety of platforms, including Amazon.com, Amazon’s mobile shopping apps and sites, IMDb.com and the Quidsi family of sites, among others.
Currently available by invitation only, six agencies now belong to the Program: Arc, DDB California, Epsilon-Ryan, POSSIBLE, Rockfish and TeaLab. These clients have developed campaigns for a variety of clients, including Brita, Clorox, Glad and Universal Pictures Home Entertainment.
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“We believe educating agencies to design specifically for Amazon’s platform will help drive great customer experiences and increased advertiser value,” said Seth Dallaire, Vice President of Global Advertising Sales for Amazon Media Group. “There are some brilliant creative minds at these agencies; we also expect having a broader array of creative sources will spark more innovative experiences, and we’re excited about that.”
Arc, the brand activation agency within Leo Burnett, will use the Amazon partnership as a way for its clients to stay relevant and top-of-mind with Amazon shoppers. The team will be able to work independently on creative, which would otherwise be built by Amazon’s design teams. As a result, Arc will be able to streamline operations and have more control over the development and execution of campaigns. However, Arc and other Trusted Creative Partners will receive consistent education regarding new design concepts based on Amazon’s creative analysis and insights.
“In today’s ‘always-on’ shopping landscape, our clients’ brands need a strong presence on Amazon to maximize engagement and sales,” said Karuna Rawal EVP, business lead for Arc, the brand activation agency inside Leo Burnett. “Achieving ‘Trusted’ status allows us to create purposeful content throughout every step of the shopper journey, making the shopping experience the best it can be for people and brands.”
With a focus on omnichannel experiences, Arc taps the philosophy “Shopper Back,” which encourages the team to deliver the most relevant and creative brand engagement, regardless of channel or platform, according to Rawal. “Everything we do comes from a Shopper Back perspective, starting with an in-depth understanding of our shoppers. With that understanding, we work to create the most meaningful content throughout every step of the shopper journey to drive transaction — whether it’s online or in-store.”
Initially, Amazon and Arc established their relationship two years ago in an effort to deliver great customer experience using Amazon’s advertising formats for both shoppers and brands. Focusing on driving e-Commerce innovation and accelerating speed-to-market, Rawal believes the Trusted Creative Partner Program “is a great opportunity for us to demonstrate our strength and capability in delivering an omnichannel experience for our shoppers. Being one of the chosen few to have this relationship with Amazon demonstrates how Arc is leading in the e-Commerce and omnichannel activation space.”
