Picks Berlin Cameron

Berlin Cameron United here has landed creative duties on’s advertising account after a review, the WPP Group shop confirmed.

Berlin Cameron bested an unusually long list of nine agencies that presented creative concepts to Amazon in the review, according to sources. The other shops included Omnicom Group’s EnergyBBDO in Chicago; Publicis Groupe-backed Bartle Bogle Hegarty in New York; Havas’ Arnold in Boston; WPP Group-backed CHI & Partners in London; and independents Venables, Bell + Partners in San Francisco and Toth and Kraftworks in New York, said sources.

Amazon narrowed the field after the pitches before selecting Berlin.

The Seattle-based client could not immediately be reached.

But in an e-mail, Berlin Cameron CEO Ewen Cameron confirmed the new relationship. “Great company, great client,” wrote Cameron of Amazon. “I really admire their focus on the customer. We are excited and having fun.”

The hire comes as Amazon looks to ramp up its ad efforts, which have fallen off in recent years as the company focused more on paid search ads and service initiatives.

Sources attributed the long list of presenters to a hungry marketplace and the allure of successful online brand.

Major media spending on the brand totaled just $4 million last year and less than $1 million in the first quarter of 2009, according to Nielsen. Those figures don’t include online spending.

Nielsen Business Media