Some of the best media and ad solutions are about 'looking round corners and looking at the canvas is in front of you... The art of storytelling, the story arc and our distinctive brand assets, that relevant to the moment in time. Becoming the solution to the industry experience problem - not a kitchen sink montage. We want people to fall in love with the characters and therefore the brand. Is it emotional, is it recognisable and is it consistent over a 2-3 year tenure. Stories have wear in and stickyness over time... If it is well made, it rarely wears out.' Jo Shoesmith, VP, Global Chief Creative Officer at Amazon Courteosy of Uncensored CMO * our friends at System1 Jo Shoesmith, Chief Creative Officer at Amazon, joins us for a second time to reveal how one of the world’s biggest brands continues to make advertising that connects emotionally and stands the test of time. She shares what she’s learned moving from agency life to leading creativity inside a global giant, why Amazon still invests in traditional media, and the secret to ads that run for 3–5 years without losing impact. We also discuss why right-brained storytelling works, the surprising insights about Gen Z, and how Amazon balances scale, agility, and creativity in the age of AI. Watch the episode to find out how you can join the top 10% at Christmas. Link in the comments.