AMAZON ADS
A Giant Refresh for an Ad giant
As Amazon Ads scaled globally, their brand was stuck in the past—fragmented visuals, inconsistent messaging, and a name that hadn’t kept up with the business.
It was time for a bold reset. A unified brand platform. And a story that could grow with them.
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Brand Strategy + System
Campaign Creative
Enterprise Sales Enablement
event
Overview
When Amazon Advertising named Code and Theory its agency of record, the brand was experiencing explosive growth — commanding the third-largest share of digital ad spend in the U.S. They needed a creative partner to unify their fragmented creative landscape, bring coherence to brand storytelling, and help scale content systems for enterprise, agency, and small business advertisers.
Making an impact
Created a scalable brand system adopted across internal teams and global markets
Unified storytelling for a platform with 1M+ active advertisers
Supported a record-setting unBoxed conference with over 10,000 attendees (virtual + IRL)
Positioned Amazon Ads as a premium, data-forward, customer-obsessed brand in a crowded ad landscape
