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Sarah Hofstetter is the global CEO of 360i, a full-service digital-first agency, among other things. In this preview of an upcoming Ad Age "Ad Lib" podcast, we cover the agency's new Amazon practice, the future of voice, kosher restaurants in Cannes and more. Our conversation has been edited.

What's the biggest challenge in dealing with Amazon?

It's about hiring the right talent. A lot of people say they know what they're doing in the environment, but it's like the early stages of Google and Facebook, where people would say, "I'm a social media ninja," and it turned out they knew how to use Facebook. Just because you're a frequent buyer of Subscribe & Save, it doesn't make you an Amazon expert. For us it's about curating the right kind of talent.

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