Your ATTN Please || Thursday, 8 May

Amazon made $13.9 BILLION in ad revenue alone in Q1.

Yes, I’m yelling “billion.” I guess it should come as no surprise, given a whopping 275 million Americans shop on Amazon (that’s 81% of the population, y’all). The uncertainty of how tariffs may rain on this (money) parade looms. But for now, it looks like the e-comm behemoth plans to make hay while the sun still shines.

- Charlotte, Editor ♡

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WHAT’S HAPPENING IN MARKETING TODAY?

Amazon’s ad rev goes gangbusters, PWC’s rebrand is ironic & Sephora collabs with Running Point

Amazon beats expectations with 18% surge in Q1 ad revenue.

Amazon’s latest earnings report shows that its marketing game is paying off. Q1 2025 pulled in nearly $13.9 billion from advertising alone – an 18% jump from last year, beating analysts’ expectations. That includes everything from sponsored products to flashy video ads across its massive ecosystem. Subscription services also saw a lift, growing 9% to hit $11.72 billion. This was thanks to Prime memberships and all the digital extras like music, books, and streaming.

CEO Andy Jassy made it clear they’re doubling down on making Amazon the go-to place for brands of all sizes to grow. He pointed out that their ad-supported services now reach over 275 million people in the US alone. As for those looming tariff talks? No major price spikes just yet. But Amazon says they’re prepping for anything, while staying focused on keeping prices customer-friendly.

Did PwC’s new logo take your job?

Thinking of rebranding your company? Cool. Also planning major layoffs in the same 12-month period? Maybe not the best combo. PwC just rolled out a sleek new logo – its first global brand update in over a decade – saying it reflects a faster, sharper, future-focused firm. But while the new logo is more minimalist and modern, it’s not a hugely dramatic change. Or at least dramatic enough to justify the money spent on a global rebrand when 1800 employees were laid off towards the end of last year due to the firm facing a slowing demand for some of its advisory business.

The irony has caused critics to hit out at the rebrand as “utterly pointless” and a “waste of money”. Rebrands often get flak for spending big on small changes (hello Walmart), but when paired with job cuts, it’s a tough look. And likely a tougher sell for both staff and customers.

Running Point X Sephora proves nothing beats IRL networking.

It’s one thing to successfully integrate the Sephora brand into the TV series in a way that doesn’t scream PAID ADVERTISEMENT. Pretty cool, but that’s someone’s job after all. It’s the organic, IRL right time, right place vibes of this partnership, though, which gives us the feels… The concept was sparked when Running Point co-creator Mindy Kaling attended a Sephora Big Fan event and swiftly approached the beauty brand with her idea.

Sephora gave the Running Point creative team the freedom to work the brand into the story in an authentic way. The brand’s VP of Marketing Partnerships, Celessa Baker, said positive consumer sentiment was more important than a spike in sales, reiterating Sephora’s commitment to partnering with brands with shared values and purpose. But also, just as fate would apparently have it… the hit show coincided with the announcements of their real life women’s basketball sponsorships. The stuff TV series are made of, I guess… 

-Helena, Copywriter

DEEP DIVE

Science says multi-sensory marketing works. Here's how to try it...

This morning during the usual resurrection ritual with my roommates (coffee in the lounge) we were talking about places with signature scents.

One of my roommates was recalling a hotel he stayed in years ago: “I still think about that fragrance. I wish I could buy it.” I don’t know about you, but that’s powerful brand association. And it got me thinking.

Somewhere between the smell of patchouli and lemongrass and tang of a spicy Margarita, brands have decided you can’t scroll past a feeling. That’s the quiet thesis behind the new wave of multi-sensory marketing: a strategic move away from passive content and toward experiences that stick to your memory like syrup on diner pancakes.

Rhode Beauty has placed its lip balms atop frozen yogurt, cocktails, buttered toast. No longer is product placement limited to a bathroom shelfie, basic bitch flat lay or handbag dump. Now, it’s got texture. Flavour, even.

Seattle’s Museum of Pop Culture is currently in the works, using AI to develop a signature scent, layering nostalgia and innovation in a single whiff.

Brands from Glossier to Abercrombie are using scent marketing as a core part of their brand identity. Scented candles, room sprays, and subtle fragrance mists aren’t just for ambiance, they’re part of the brand architecture.

So, why does multi-sensory marketing work (backed by science, not just vibes)?

Sensory input is tied directly to memory and emotion. While visuals dominate traditional marketing, studies show we retain only about 5% of what we see, but up to 35% of what we smell. The hippocampus (your brain’s memory centre) is physically close to the olfactory bulb (your scent processor).

That’s why a whiff of sunscreen can trigger a childhood beach memory faster than a photo ever could. It's why I can’t spot a walking red flag to save my life, but the smell of Dior Sauvage will set off alarm bells faster than you can send a “u up?” text.

According to Mood Media, consumers are 100x more likely to remember what they smell versus what they see, hear, or touch. And according to VML’s 2025 Future 100 report, 72% of consumers think very few brands stand out as different. Translation: brands that engage more than just your eyes are more likely to be remembered—and more likely to be felt.

Here's how to start playing in the 5 senses:

1. Start with your brand emotion. What should your brand feel like in a room? Warm and cosy? Cool and clinical? Sexy and chaotic? Once you lock that in, you can translate the vibe into sensory expressions.

2. Choose one extra sense to activate. Start with one sense beyond visual. Scent and sound are low-barrier, high-impact options. Taste and touch? Higher lift, but major payoff.

3. Borrow other people’s senses. Not a food brand? Collaborate with one. Don’t have a scent? License or co-create with a perfumer. Partnerships are your friend here—let someone else bring the buttered toast to your branding.

4. Think beyond the physical. Digital can be sensory, too. ASMR, satisfying textures, sonic logos, and evocative imagery can all trigger imagined sensory reactions. Think steam rising, crackling sound bites, or plush textures.

5. Make it weirdly specific. “Lavender vanilla” is nice. “Sunday laundry with a hint of sidewalk chalk” is unforgettable. The more niche the sensory cue, the deeper the brand stickiness.

The business case for going full-sense.

In a study by Mood Media, shoppers lingered 40% longer in scented stores. Multi-sensory campaigns have higher engagement rates and longer recall periods. And in an environment where attention is the most expensive currency, anything that lingers is worth the investment. Multi-sensory marketing is about giving people something to feel in a world where most things are forgotten the moment they scroll past.

-Sophie, Writer

TREND PLUG

“That’s not my name… but it is now.”

This trend is for the nicknames that live rent-free in your head.

Whether they’re heart-melting or downright disrespectful, this sound gives you the perfect excuse to expose them. What makes this trend a goodie? You can take it in one of two directions to fit whatever style best matches your own content.

The wholesome route: Show off cute nicknames that have been given to you by your nearest and dearest. Friends – both old and new, partners, grandparents.

OR The slightly chaotic route: Show off those nicknames that have sadly… stuck. From younger siblings, best friends, or an ex. The options are endless. And sometimes, questionable. 

How you can jump on this trend:

Step 1: Grab the sound 

Step 2: Film yourself for the duration of the sound (8 seconds max will do)! Or feel free to use a clip that you already have of yourself in your camera roll!

Step 3: Add your nicknames and who they come from as your OST! 

Simple, quick, and unreasonably funny. Because whether it came from love, chaos, or a coworker that made it up as a joke, you’ve probably got a nickname that’s stuck. And this trend is for owning them, no matter how ridiculous some of them are. 

-Tyla, videographer

FOR THE GROUP CHAT

😲WTF: The School With No Teachers?!
❤How wholesome: he reunited with his teacher
🎧Soooo tingly: Matcha Latte Makeup ASMR
🍝What you should make for dinner tonight: Loaded fiesta potato bowls

TODAY ON THE YAP PODCAST

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ASK THE EDITOR

I just started a weekly email newsletter. How do I get my open rates up? - Zane

Hey Zane!

If you don't already have one, create a sign-up flow that gets new subscribers excited to get your emails. This should include a Thank You page they see after signing up, which tells them what kind of content they're going to get. You should also create a Welcome Email that reiterates the value they'll get from your newsletters. This email should also tell them how to move your newsletter to their primary inbox.

Next, I’d suggest you A/B test your subject lines for every email you send. In my experience, this is a really good way to increase your open rates. Finally, ask your subscribers what problems they are having as it relates to your services. Then, create newsletter content that addresses those. The only way to keep your subscribers around is to provide content they find valuable!

- Charlotte, Editor ♡

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