Amazon returns to books with Droga5


One of the traditional elements of Jeff Bezos’ charge sheet is that Amazon did a lot to destroy the bookstore business when it started out as a discount online bookseller. Then he released Kindle, a book substitute.

Well, good old books have survived, even crediting TikTok with a significant boost in sales as it started featuring them (a TikTok-y list admittedly.)

Amazon is possibly launching its first TV campaign for books (everyone but you know who has the most) with Droga5 London and it’s an intriguing affair. Books can take you to all kinds of places.

Big tech companies (including Amazon) have been a boon to creative agencies in recent tough times. Flooded with money, they can deploy large budgets and, presumably, pay decent fees. That could of course change, as they all feel the pain of big tech selling: Facebook shares half, Twitter, Snap and the others suffer too. Google has its problems too, and not just Elon Musk’s romantic antics. Even Apple, which has done a lot to cause social media woes with its change in stance on cookies, is expected to see lower sales or profits, or both.

Enjoy it while it lasts then, which D5 more or less does here.

MAA Creative Scale: 7.5.


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