Amazon is seeking more collaboration with brands in connection with its management appointments

Amazon is actively seeking new opportunities to incorporate brands into its original TV shows and movies.

The digital streaming giant has appointed Amazon MGM Studios executive Lauren Anderson to oversee brand partnerships. Will collaborate with video advertising sales teams on brand-sponsored originals, ad sponsorships, custom content and integrations.

Anderson will continue to serve as head of AVOD, unscripted and targeted programming at Amazon MGM Studios, while also overseeing content for Freevee, Amazon’s free ad-supported video service.

After Amazon introduced advertising to Prime Video, there was speculation internally about Freevee’s future. Many believed that Amazon might discontinue Freevee, believing that a second ad-supported service would be unnecessary. Despite these expectations, Freevee continues to operate, although Amazon is expected to halt work on creating original content for it. Some insiders had expected Anderson, well-known for her role in the successful Freevee hit series “Jury Duty” with James Marsden, to take on a larger creative role.

As ad-free streaming becomes more common, brands are investing heavily in video entertainment to reach their audiences. Streaming platforms like Amazon and Hulu partner with companies like Marriott to showcase brand-produced films and host product placements. Having a creative intermediary is believed to make the process go more smoothly and efficiently.

Despite expanding available advertising inventory through the introduction of ad-supported tiers on streaming platforms, advertisers still face challenges in reaching large television audiences. This hurdle persists because the surge in streaming content, which typically has fewer ads per hour, has not offset the decline in traditional TV, which remains much higher in ad minutes per hour.

In a memo, MGM Studios head of television Vernon Sanders announced the changes. He said: “In keeping with our ‘day one’ culture, our organization continues to evolve as we strive to deliver the entertainment content our customers crave. This applies to both our global audience and – with the introduction of advertising on Prime Video – our advertisers. It is critical that we deliver world-class experiences for our brand partners and the agencies they work with. With this in mind, I am pleased to share that Lauren Anderson’s responsibilities are expanding to support the efforts of Amazon MGM Studios.”

He continued: “In the newly created role of Head, Brand and Content Innovation, Lauren will manage the Studios’ creative collaborations with brands, helping them find engaging moments to collaborate across our Originals offering. Working closely with the Amazon Ads, Prime Video Ads and Studios Marketing teams, Lauren will lead the Studios’ efforts to generate advertising sponsorships, integrations, custom content and brand-supported originals for our AVOD, FAST and SVOD clients in the film and TV industries.

Amazon has also created various other executive positions to “develop projects funded by or focused on brands and work to integrate advertising into Prime Video entertainment.”