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FCB San Francisco Resigns $37 Mil. Amazon Account

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SAN FRANCISCO-FCB Worldwide here announced Thursday that it is resigning the $37 million Amazon.com account, ending a nearly four-year relationship with the e-commerce giant.

The agency cited "fundamental disagreements [over] the direction that Amazon.com was taking in 2001," in making the decision. Sources said the account will likely go back into review, but possible contenders were not immediately available.

"We are proud of our association with Amazon.com and stand by the world-class advertising we have produced for them," said FCB San Francisco CEO and president Simon Bolton in a statement. "This is, however, a fitting point on which to end our relationship."

No other details were released on the decision.

FCB created numerous radio and TV ads for Amazon.com, including the Amazon Sweatermen campaign that broke last winter and was continued in time for the holidays this year. That campaign earlier won awards at numerous shows, including the Clios, the One Show, the SF Show and the Kinsales.

"To help build one of the world's great brands is an exciting ride," Bolton said. "Our experience with Amazon.com will be remembered for many years to come."

Justin M. Norton

Adweek