CAMPAIGN-I: Private Surf - Ajaz Ahmed, the chairman and chief executive officer of AKQA, chooses Amazon.com

How many companies do you know that have more than 20 million customers, quarterly revenues of around dollars 575 million and a brand that consumers admire?

How many companies do you know that have more than 20 million

customers, quarterly revenues of around dollars 575 million and a brand

that consumers admire?



How many companies do you know that the moment you enter its store,

which you can visit 24 hours a day from anywhere in the world, you are

informed about all kinds of products that will interest you? If you

order a product in the morning, sometimes you get it in the afternoon.

If a delivery mistake is made and you get two copies of the same book,

the company lets you keep the extra book, but suggests that you give it

to a local school.



How many companies do you know that your friends and colleagues

consistently describe as being great? That successfully manages to

leverage its business in one area and enters new sectors quickly,

credibly and successfully? I know of only one company: Amazon. com.



I spend a great deal of time with executives who want to know the

secrets of being successful on the internet. There is no secret. Think

about what you are doing, deliver a fantastic consumer experience and

you will be successful. Try any shortcuts and take a short-term view and

you will fail. Take a look around and we’ve all seen it. It doesn’t

matter how much money you spend, if you don’t provide an excellent

service and an outstanding consumer experience, success will be

transient.



Amazon has never relied on spending huge amounts of money on

advertising.



Instead they did what all companies should do, deliver on their

promises. Consumers trust Amazon’s brand because it’s built to last.





www.amazon.com



Owner: Amazon



Positioning: Online bookshop



UK customers: 1.4 million



UK sales figures quarter one: pounds 28.5million.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).