Amplify announces key senior hires to boost talent line-up

Australia – Creative agency Amplify has announced the appointments of Lucinda O’Brien as strategy director and Domenic Scriva as culture executive in an effort to boost its senior talent line-up.

As strategy director O’Brien is set to drive Amplify’s vision across the Asia-Pacific, overseeing its strategic output. She is tasked to connect brands with audiences strategically through culture.

O’Brien returns to Amplify Australia from her previous role as senior brand strategist at Frost*collective. Prior to that, she was the senior creative strategist at Amplify. She also spent over five years at Zehner, now The Stable, as a brand strategist and then as a senior brand strategist.

Meanwhile, Scriva is responsible for conducting in-depth research on trends as a culture executive to support business strategy, creatives, marketing and delivery.

Scriva joins from a creative background as a performer and writer, making him new to the marketing industry.

Dan Minty, global chief strategy officer at Amplify, said, “As our strategic offering in Australia continues to evolve, so does the team that leads it. Lucinda has elevated the overall output of Amplify’s brand work in Australia and strengthened our ability to authentically connect brands in culture. Her promotion to Strategy Director is a reflection of her impact on the business, a strategic rigor that allows us to deliver exciting, resonant work.”

“Additionally, as our strategic offering has diversified and our work in culture continues to deepen, the creation of the Culture Executive role was a natural evolution of the team, for which Domenic was the perfect fit,” Minty added.

O’Brien commented, “It’s an exciting time to be back with Amplify this year, leading the strategic offering here in Sydney. As we expand our reach with more campaigns and brand experiences across APAC, the common thread uniting our work remains clear – reaching audiences through culture and breaking formats whenever possible.”