Author: Krystal Scanlon

Some companies just don’t lose – even when the market is in free fall. Amazon’s ads business is proof, cruising steadily while the broader market sputters in the face of economic drag.

That strain has already forced ad spend forecasts down as CMOs scramble to rework budgets and reallocate dollars in the thick of the turbulence. Unsurprisingly, more of that money is ending up in Amazon’s cart, where ads are close to the point of purchase – easier to justify, harder to cut. 

Over the last quarter, it raked in $13.92 billion, a 19% rise on the same period a year ago, according to its latest earnings update. 

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Between U.S. tariffs and a potential recession, marketers are feeling cautious at the moment. Sound bets for their media budgets are welcome.

Sports, however, offers a haven. Live sports has already become one of the last avenues available to marketers pursuing mass audiences. Now, that reliability provides additional reassurance that their media spend is actually going to move the needle.

At least, that’s likely how PwC sees it. The tax and consulting giant has picked a hell of a time to float a refreshed visual identity — its first in 15 years — during a moment when other marketers are parking or postponing big brand campaigns. For PwC, the rebrand and accompanying campaign was 18 months in the making.

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