Amazon Business is launching what it calls its first mid-funnel marketing campaign aimed at a target audience that the agency community has become very familiar with over the past decade or more: procurement professionals. The client worked with Stagwell’s Code And Theory, its ad agency for the last five years.  

The campaign takes a humor-tinged storytelling approach to the serious, often tension-producing discipline of procurement, targeting pros throughout the business world and beyond whose job is to maximize ROI for every dollar allocated to a spending budget. 

With the tagline, “Amazon Business, your partner for smart business buying,” the campaign is set in the fictional world of BikeSync, a manufacturer of bicycles and biking accessories. 

Company employees take their culture very seriously, as seen by the colorful biking pants and other attire they wear to work. 

The company builds products that keep people moving, but the business itself has been fighting an uphill climb when it comes to keeping up with its own operational needs.  

The creative shows how Amazon Business helps teams reduce risk, so progress comes faster with confidence, keeping procurement in the “hero” role. 

Sample the work here, here and here.  

“Procurement leaders are expected to keep everything moving, without mistakes, delays, and drama,” says Kate Rundell, CMO at Amazon Business. “We wanted to create a campaign that makes Amazon Business feel immediately useful and credible, showing how our controls, insights and guided experiences can reduce risk and help midsized teams buy with confidence.” 

Spots will air across digital and social channels. Imagine This Creative Studio served as the production company with Jason Cook directing.  

Karen Piper, head of brand strategy at Code and Theory, said that “Procurement can feel like a minefield and one wrong click can make you the person everyone looks at. We wanted to make that pressure recognizable, then show proof points that make progress feel safer.” 

Amazon Business, she added, “shows up as a trusted partner and companion in those moments, with the controls, visibility, and smarter guidance teams need to move forward with confidence.”