If you don’t disrupt your business, someone else will do it for you.
Few executives arrive at the C-suite by way of the Australian Outback, but Anthony Reeves’ career has never followed a predictable path.
He has served as CMO of LVMH’s startup houses and Maisons, scaling acquired brands to compete alongside the world’s biggest luxury names without losing what made them worth acquiring.
At Amazon, he led the global internal creative agency during its fastest growth period, running Super Bowl campaigns and building the standards that shaped how every brand shows up on the platform. At WPP, he helped Nike realign its e-commerce strategy after it left Amazon and scaled Airbnb’s media by almost 4x during the height of the pandemic. And as the Global Head of Brand and Creative at Kohler Co., he led a 153-year-old American brand through a different kind of bet: refusing to use AI-generated people in its advertising, reimagining how the brand shows up across every touchpoint, and creating the infrastructure to hold that standard globally.
Talking Points
The Greatest Threat to Growth is comfort.
Discomfort Is the Strategy: How the World’s Most Distinctive Brands Stay Recognizable When Everything Says to Be Someone Else.The Greatest Threat to Growth is comfort.
- For CMOs, brand leaders, and creative executives dealing with AI-compressed differentiation and the pressure to optimize at the expense of identity.
- Identify where your brand is drifting toward sameness and what it’s costing you
- Build a Foundation that makes your hardest brand decisions easier
- Walk away with the Foundation Theory framework to apply immediately
Identity Advantage. How Iconic Brands are Built. What They Will Never Change.
For executive teams facing disruption, growth, and the pressure to modernize without losing what makes them irreplaceable.Identity Advantage. How Iconic Brands are Built. What They Will Never Change.
- Understand why optimization without Foundation erodes long-term brand value
- Define the non-negotiables that protect culture and identity at scale
- See why the uncomfortable conversations build lasting companies
- Leave with a framework to audit and protect what makes you distinct.
Workshop: Grow like Amazon and Airbnb
Anthony led Amazon’s global marketing and creative agency during its most explosive growth period and oversaw media for Airbnb as it scaled through the pandemic. This workshop puts that rare insider experience to work for your team.Workshop: Grow like Amazon and Airbnb
The session is entirely hands-on. Your team will build the same Foundations, Principles, Characteristics, and scalable mechanisms that powered two
of the most consequential growth stories of the last decade — adapted to your company, your market, your team.
• Reverse-engineer the growth systems behind Amazon and Airbnb for your business
• Build a set of principles and mechanisms your team can execute without you in the room
• Leave day one with a documented growth playbook, not just notes from a lecture
Full-day or multi-day formats tailored to your leadership team.
Post workshop, you’ll walk away with clear, tangible actions you can implement immediately. The day(s) are very hands-on; you will write and work, not just listen. You’ll understand that any company can build a growth engine. It is not a cult but rather a set of filters unique to your company, combined with scalable, repeatable processes. You’ll learn how to implement mechanisms for your company so you can grow year after year.
Video
Anthony Reeves | Leadership, Transformation, Discomfort | Saxton Speakers
