The CPG Guys Podcast – Live from CES 2026 with Amazon’s Sarah Iooss
Podcast: The CPG Guys
Hosts: Peter V.S. Bond & Sri Rajagopalan
Guest: Sarah Iooss, Director of Global Agency and Global Twitch, Amazon Ads
Date: February 5, 2026
Location: Omnicom Studio at The Cosmopolitan, CES Las Vegas
Episode Overview
This episode brings listeners to the heart of CES 2026, where hosts Peter V.S. Bond and Sri Rajagopalan sit down for a far-reaching conversation with Sarah Iooss, Amazon’s Director of Global Agency and Global Twitch. The discussion delves deep into the evolving landscape of digital advertising, the transformation of agency partnerships, the importance of consumer-centric strategies, and Amazon’s role in shaping the future of media through Twitch, Prime Video, and AI-driven ad solutions.
Key Discussion Points and Insights
1. Sarah Iooss’ Career Journey & Key Lessons
[03:21 – 04:13]
- From Viacom to Twitch to Amazon: Sarah credits her career progression to an unwavering focus on consumer behaviors.
- Universal Lesson: “You need to meet consumers, fans, viewers, the audience, where they are, and that a platform is not a strategy. You need to engage them in an authentic way... It’s gotta be relevant and it needs to be cultural and emotional.” — Sarah Iooss [03:31]
- Advertisement Roots: Returning to the core of advertising: relationship-driven, emotionally resonant, consumer-focused engagement.
2. Defining Great Agency Partnerships at Amazon
[04:31 – 06:51]
- Beyond Transactional Relationships: Transparent, honest, and accountable partnerships are essential.
- Shared Accountability: “We have the most important thing in common with agencies, and that’s our shared customers, and those are the brands.” — Sarah [04:31]
- Simplicity through Tools: The Amazon DSP empowers agencies to manage full-funnel campaigns from a unified command center.
3. The Shift to Full-Funnel Thinking
[07:15 – 08:40]
- Evolution in Agency Mindset: Agencies are increasingly embracing full-funnel approaches, beyond merely chasing impressions.
- Rethinking the Funnel: “A lot of people are debating whether the funnel is even the right metaphor anymore.” — Sarah [07:44]
- Emotional Connection: “Never lose that... what the brand needs to do to stand out and to get consideration really light up that mid funnel.” — Sarah [08:08]
- AI’s Impact: AI enables national brands to localize messages, making consumer connections more relevant.
4. Common Agency Misconceptions about Amazon Ads
[09:55 – 10:55]
- Mythbusting Amazon’s Identity: Amazon is not just a lower-funnel tool; Prime Video and Twitch reveal its strength in upper-funnel, brand-building opportunities.
- Entertainment Power: “We’re an entertainment powerhouse in addition to having unbelievable underlying tech and ad tech in particular to drive those lower funnel outcomes.” — Sarah [10:42]
5. Serving Big and Boutique Agencies
[11:32 – 12:52]
- Org Design for Customer Centricity: Amazon Ads adjusted its organizational structure to tailor support for both ‘the big six’ (now five) agencies and independent players.
- Tailored Support Models: “There’s definitely a tailored approach... it always goes back to our leadership principle of customer obsession.” — Sarah [12:54]
- All Agency Profiles Matter: The future depends on serving customers of all sizes.
6. Bridging Brand Impact and Performance
[13:56 – 14:49]
- Prime Video & Live Sports Integration: The launch of ads on Prime Video and the leveraging of live sports (e.g., Thursday Night Football) bolster Amazon’s capabilities for delivering both upper-funnel brand awareness and lower-funnel conversions.
- Open Internet Partnerships: Amazon’s efforts to achieve 90% authenticated reach in the U.S. highlight its evolving partnership strategy.
7. The Power and Future of Twitch as a Community Platform
[16:53 – 18:50]
- Community in Action: Twitch transcends gaming to become a true community — not just a marketing buzzword.
- Platform Advantages: Twitch fosters long-form viewing and active engagement, which is unlike standard brand platforms.
- Influencer Impact: “The influence of those streamers on purchase decisions, that’s what makes it a great... advertising platform. You have the opportunity to find your way into that community and give your message there, where they’re emotionally connected.” — Sarah [17:54]
- Highly Creative Activations: Agencies and brands are recognized for innovative programs on Twitch, including IRL-X-Twitch integrations (e.g., Alienware’s Grand Central Station takeover).
8. AI & Creativity: Next-Gen Advertising
[20:20 – 21:40]
- Widespread Agency Adoption: Agencies of all sizes are embracing Amazon’s AI-powered ad tools.
- Moving Beyond Efficiency: “We’re entering into a more exciting time... AI into a more creative space.” — Sarah [21:13]
- Performance Remains Key: AI is accelerating campaign impact and ROI.
9. Measurement, Efficiency, and Proving Impact
[21:54 – 22:14]
- Full-Funnel Attribution: Agencies value Amazon's tools that connect upper-funnel brand building with tangible outcomes — a longstanding advertising challenge nearing a solution.
10. The Road Ahead: Readiness for Technology Shifts
[22:49 – 24:19]
- Integration over Silos: “Everybody needs to upskill. I'd love to see us start from a more integrated model... we need to be thinking more integrated.” — Sarah [22:49, 23:09]
- Single Unified Campaigns: The goal is to move beyond channel silos to execute seamless campaigns across TV, digital, and audio.
- Education as a Priority: Amazon Ads is investing heavily in upskilling both its own teams and agency partners to prepare for rapid ad tech advancements.
Notable Quotes & Memorable Moments
-
On Authentic Advertising:
“A platform is not a strategy... engage them in an authentic way. It’s gotta be relevant and it needs to be cultural and emotional.”
— Sarah Iooss [03:31] -
On Agency Partnerships:
“We have the most important thing in common with agencies, and that’s our shared customers, and those are the brands.”
— Sarah Iooss [04:31] -
On Full Funnel & Brand Building:
“Never lose that... really light up that mid funnel, which is they need to connect emotionally to a consumer in some way.”
— Sarah Iooss [08:08] -
On Amazon’s Transformation:
“We’re an entertainment powerhouse in addition to having unbelievable underlying tech and ad tech in particular to drive those lower funnel outcomes.”
— Sarah Iooss [10:42] -
On Twitch as a Community:
“It’s literally a mirror of culture... people are finding their people on Twitch and how long form and highly engaged it was.”
— Sarah Iooss [18:17] -
On AI in Advertising:
“What we’re entering into is a much more exciting time... the opportunity to AI into a more creative space.”
— Sarah Iooss [21:13] -
On Future-Readiness:
“Everybody needs to upskill... we need to be thinking more integrated.”
— Sarah Iooss [22:49, 23:09]
Key Timestamps
- 03:21 – Sarah’s career evolution and key advertising lessons
- 04:31 – What makes a great agency partnership at Amazon Ads
- 07:15 – Full-funnel evolution & accountability
- 09:55 – Agency misconceptions about Amazon Ads
- 11:32 – Supporting both large holding companies and independent agencies
- 13:56 – Amazon Ads full-funnel strategy & impact of Prime Video, live sports
- 16:53 – Twitch’s unique community and opportunities for brands
- 18:50 – Agencies’ creative excellence on Twitch
- 20:20 – Adoption and creative potential of AI-powered ad tools
- 21:54 – The increasing importance of holistic measurement
- 22:49 – Looking ahead: upskilling and integration in advertising strategies
Final Thoughts
Sarah Iooss painted a vivid picture of the rapidly evolving advertising landscape, where platforms like Amazon Ads are bridging gaps between brand storytelling and performance marketing, fueled by cutting-edge tech and a deep respect for authentic consumer engagement. The conversation echoed a call for agencies and brands to keep learning, keep integrating, and above all, keep putting the consumer at the center of it all.