Amazon to sponsor Downton Abbey

Amazon has selected Lucky Generals and Joint to work on its pan-European advertising account as it is revealed as the new sponsor of ITV's Downton Abbey.

Amazon: perception change
Amazon: perception change

The US e-commerce and technology company kicked off the review in May as it seeks to improve its public image. It followed criticism of its tax arrangements and the working conditions at its warehouses.

It is understood that Lucky Generals and Joint were briefed with creating a campaign to improve the company’s perception. The estimated £8 million, two-year agreement to sponsor Downton Abbey will form a key part of this.

The agencies will also be responsible for producing work across Amazon’s portfolio of products, including the Kindle range of e-book readers and tablets, as well as the core online retail division.

Amazon becomes Downton Abbey’s fourth sponsor, following Aviva, P&O Cruises and Tesco Finest. The fifth series of the period drama is due to begin on 21 September.

The appointments mark a significant change in strategy for Amazon, which has tra­ditionally used US-created activity in the UK. Its US creative agency is the independent Wongdoody, based in Los Angeles and Seattle.

Amazon hired Initiative as its global media agency in May 2013.

Lucky Generals, Joint and Amazon would not comment on the appointment.


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published