James Bond has faced down many fearsome villains. There was Goldfinger and his groin-slicing laser, Jaws and his metallic braces, the odd one with the bowler hat. 007 saw them all off. Except for one. The bald bloke with the rockets. Otherwise known as Jeff Bezos.
In a head-to-head battle between the billionaire Amazon boss and the trustees of the Bond franchise, the moneyman won. Amazon MGM Studios paid more than $1bn for creative control of the franchise.
Not all fans or former Bonds are pleased with this corporate takeover. The franchise is seen as a British cultural treasure, and traditionalists worry about its future direction.
Takeovers and mergers can reinvigorate workplaces
Takeovers and mergers don’t have to mean negativity and layoffs. They can reinvigorate workplace cultures and breathe new life into brands, allowing for reinvention. Consider Virgin Media and O2, who merged in June 2021, in a 50:50 joint venture, allowing them to navigate an increasingly digital telecommunications landscape and compete more effectively with BT. The merger demonstrated that progress often demands a shake-up of traditional models.
Similarly, when Disney acquired Pixar in 2006, it wasn’t merely a financial transaction—it was a cultural union that redefined storytelling and innovation in animation.
Another example comes from the UK National Lottery. Camelot was awarded the original licence to run it, and held onto it for 30 years until 2024, when the licence was awarded to Allwyn Entertainment - an emerging force in the media and entertainment sector. It’s now working to take the National Lottery forward with a vision of modernisation and increasing digitalisation, while still respecting the long-standing traditions. Don’t worry, they’re still holding on to the balls.
These examples indicate a broader trend across business. Even time-honoured institutions must evolve to remain relevant in a rapidly changing world, where the Bond franchise now finds itself.
To media watchers, this comes as no surprise, given how the industry’s giants have been in a cycle of consolidation for several decades. Bond was an outlier, one of the last untapped veins of IP. The franchise spawned 25 films, but its TV, licensing, and cinematic universe potential remains largely untouched.
Change is a double-edged sword
Change can be a double-edged sword, so Amazon will have to be careful. Success lies in striking a balance between honouring traditions and nostalgia to keep the fans happy while innovating to update, modernise, and draw in new fans.
As with Disney and its treatment of the Marvel and Star Wars franchises, will we start to see spin-off TV shows? Will there be mashups of Bond and Amazon MGM Studio’s other franchises? Bond vs. Robocop? Bond vs. Rocky?
With Bond, much of the heavy lifting has already been done, as the character has evolved considerably in line with society. Creepy sexist Bond was left back in the eighties, although let’s face it, he was still a bit handsy. The finale of the last Bond movie in 2021 presents the new owners with an opportunity to move forward.
I’m not going to spoil it for you if you haven’t seen it, but it gives Amazon a creative clean slate to work with. The key for the company now will be to reinvent in a way that leaves audiences shaken, not stirred.
Here are a few key lessons for successful transformations and mergers:
Balance innovation with legacy:
The enduring charm of Bond lies in its familiar style and rich heritage. Even as Amazon introduces modern elements, the franchise’s appeal stems from its signature British elegance and timeless adventure. In business, as in film, successful transformations honour the past while boldly charting a new course.
Craft a compelling narrative:
Change isn’t solely about new management or cutting-edge technology. It’s about storytelling. A well-crafted narrative unites diverse audiences, giving them a sense of purpose and belonging.
Whether blending classic elements with modern twists or merging distinct corporate cultures, the story you tell is the glue that binds the old with the new. The careful cultural management evident in the Virgin Media O2 merger or the Disney-Pixar union exemplifies this approach.
Harness nostalgia as a motivational force:
Nostalgia is not merely a wistful yearning for what once was; it’s a dynamic energy that drives engagement. The familiarity of Bond’s world reassures long-time fans even as the franchise evolves, much like how organisations can tap into their own heritage to motivate teams during periods of change.
Embrace inclusion to refresh a legacy:
Modernisation isn’t just about sleek graphics or advanced technology. It’s about ensuring the brand speaks to a broader, more diverse audience. In today’s multicultural marketplace, many established brands risk stagnation if they fail to evolve and set up for inclusion.
Amazon’s creative revamp of 007 offers an opportunity to reimagine Bond in a way that honours its roots while attracting new audiences who see themselves reflected in the characters and stories.
When brands become more inclusive, they don’t simply modernise, they open the door to a more dynamic and representative narrative, ensuring that their legacy remains both relevant and inspiring.
Organisations can write their own timeless stories by embracing change without discarding tradition, just as Bond has done for nearly six decades.
Laughology has supported brands such as Allwyn, VMO2, HSBC and Starbucks through leadership transformation and cultural change. If you want to talk to one of our change experts, please get in touch with doug@laughology.co.uk