Agencies pitch for Amazon’s pre-Christmas campaign as it looks to address negative perceptions of brand

Agencies have entered the final stages of a pitch for Amazon's pre-Christmas campaign.

The Drum understands that Amazon wants the campaign to address some of the lingering negative perceptions of the brand that resulted from a scathing Panorama documentary.

Simon Morris, chief marketing officer at Amazon-owned Lovefilm, is believed to have overseen the process, organised by Oystercatchers, which will end next Tuesday, 22 July with the final list being made up exclusively of independent agencies.

Last year, the BBC investigated how the online retailer treated its warehouse employees for the Panorama documentary titled ‘The Truth Behind the Click’.

Secret filming suggested a night employee could walk up to 11 miles per shift and was expected to collect orders every 33 seconds.

At the time Amazon defended its working conditions, saying "the safety of our associates is our number one priority, and we adhere to all regulations and employment law.

"Amazon has retained an independent expert who has visited our buildings and associates. In the independent expert’s opinion, a picking role is similar to jobs in many other industries and does not increase the risk of mental and physical illness.”

Neither Oystercatchers nor Amazon had not responded to The Drum at the time of writing.

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