Tambo Talks Breakfast: Culture to Commerce

On Thursday Tambo hosted an event for Tambo clients and partners in collaboration with Amazon Advertising. The theme was Culture to Commerce - how to bridge the gap with Amazon Advertising and AMC.

Paul Adams, CEO of Tambo, highlighted the macro factors like economic, technological, and societal pressures that demand a full-funnel approach to advertising. He pointed out the inherent challenge for marketers in this approach: crafting culturally resonant, meaningful, and authentic advertising while simultaneously driving sales on commerce platforms such as Amazon.

Next, Kian Bakhtiari from The People shared insights on Gen-Z culture, trends, and the need for brands to engage with younger generations authentically.

Paul Hackwell and Joe Buckley from Amazon Advertising shared how Amazon's approach to culture involves creating fans and shaping cultural moments through its entertainment programming e.g. sports and comedy, female-led content, and local territory focuses.

Gaming and Twitch were discussed as integral parts of modern entertainment and cultural engagement, with significant commercial potential

Paul shared examples from Pot Noodle, Birra Moretti and Flawless to demonstrate how it is possible to use Amazon Media platforms like Prime Video and Twitch to connect with Culture and drive sales on and off Amazon’s retail site

Joe finished the section by sharing some new innovations in Prime Video i.e. interactive pause ads, interactive shoppable carousels and some new format in testing e.g. X-Ray ads.

Next up was Victor Navarro from Amazon’s ad tech team.He shared his thoughts on how AMC can bridge the gap between Culture and Commerce by enabling advanced audience targeting and sophisticated full funnel measurement. Case studies from brands like Duracell, Poppi, and Jackery demonstrate the effectiveness of using AMC to improve ROAS, reach new audiences, and drive sales.

The presentation concludes with a panel discussion from Paul Adams, Julia Drucker-Allister from Wella and Angela Carden from UPSA. They discussed the challenges they face with creating full funnel campaigns and how they overcome them. We gave examples of how we have used Amazon Advertising to connect with culture and drive customers through the funnel to purchase.

The last half an hour was spent drinking coffee, cake and pastries and discussing their key take outs from the event.

Tambo Talks will be back again in the Autumn with another fun packed agenda and fabulous speakers.