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Amazon has turned to a new agency to create ads for the Kindle.
The hiring of Walrus follows a review in which Droga5 and Amalgamated were the other finalists. Previously, Amazon worked directly with production companies like Eyeball to produce Kindle advertising.
Media spending behind the Kindle jumped to more than $82 million last year, from just $18 million or so in 2009, according to Nielsen. Those figures don’t include online spending.
Past ads for the brand touted its glare-free screen and affordability—both digs against the more expensive and glare-prone iPad.
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