Tag: Amplify

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.”

Australia – Amplify, the creator economy agency, is expanding its Australian staff. They have promoted Sonja Stindl to the new position of general manager and appointed Ben Somers as partnerships director, among other new personnel. 

In order to further the goal within the Australian team, Stindl will work closely with co-founders Alex Reid and Tom Maynard to supervise people, finances, and legal matters.

After holding the role of head of talent, Stindl is now general manager for Australia. She joins Amplify with three years of experience, having held senior talent management positions at MaxConnectors before.

Somers will now oversee the newly formed partnerships division, focusing on generating new business prospects and building strong relationships with clients across many business teams. 

Somers, who was briefly employed at TikTok, has returned to Amplify in the role of partnerships director. He brings with him previous campaign team knowledge from his stint at Amplify. 

To further strengthen the expanding Australian office, Jess Hill, a longtime Universal Music employee who formerly worked across Jean Paul Gaultier and Carolina Herrera at Puig, has joined as senior campaign manager. Ryan Paturzo, a Buzzfeed employee of six years, has been named account director for the production group. The last of the recent hires, Jyothi Krithivasan, assumes the position of coordinator for partnerships and marketing. 

Speaking about her appointment, Stindl expressed, “It’s truly an exciting time to be part of the creator industry, and Amplify is leading the charge with the best content creators and clients in the business as well as our passionate team driving it all behind the scenes. I look forward to working with Alex and Tom to solidify our offering in Australia and prepare for our next growth phase.”

Meanwhile, Somers stated, “Returning to Amplify and leading this new Partnerships division is a really exciting move for me. As a business we’re growing from strength to strength and the aim of this new team is to drive connections – internally and externally – to meet the needs of our clients beyond traditional campaign structures.”

Furthermore, Alex Reid, co-founder of Amplify, said, “It’s taken a while, but we are starting to see mass adoption of creators into existing marketing mixes, using creators’ audiences to connect with relevant brands and their messages. With that comes the need for a bigger team and our approach has always been to hire people smarter than us, which hasn’t been difficult.” 

He added, “Amplify’s growth is also demonstrated with our expanding talent pool. We’ve grown from having eight creators and producing live shows when we started the business in 2015, to having a roster of 50 creators and a team of over 80 across Australia, Southeast Asia and all the way north to Japan and Korea. We’re proud of the business’s growth and our ability to promote internally. Cultivating a thriving culture and fostering growth are important to us as business owners and we strive to ensure that our team feels this positive impact, even if we’ve run out of desks in the office.”

Global – Amplify, a global creative firm specialised in experience and culture, has stepped up to help Santa this holiday season. For years, the world’s most famous North Pole resident has evaded detection throughout his annual globe voyage. 

However, in the fast-paced world of intelligence and monitoring, the Amplify innovation team became concerned about an impending time when Santa could struggle to do his job without being caught.

Amplify’s internal innovation team has developed a prototype to solve one of Santa’s main concerns—preserving the joy of the holiday season—inspired by anti-surveillance apparel.

Version 1 was created with the global network of Amplify offices in mind, allowing Santa to elude facial recognition software on December 25th. The algorithms will be fooled, and he will be identified as a fox in London, a seagull in Australia, a rat in New York, and a raccoon in Los Angeles.

Speaking about the prototype, Amplify design team says, “Working with such an iconic figure present in so many cultures is an opportunity we couldn’t let go.”

APAC – Global creative agency Amplify has expanded their global presence with the introduction of ‘Amplify Activate’ across the Southeast Asian(SEA) region, with an extensive network of over 10,000 creators.

With the company establishing roots in Singapore way back in 2020, they’ve set to expand with Amplify Activate, opening new offices in Thailand, Vietnam, Malaysia, Indonesia and the Philippines, bolstering their regional team to 40 employees.

This expansion includes six key hires for Amplify including Jac Solis, previously employed at VIVA Entertainment, as SEA head of operations; JP Bravo and Mariz Ortega as campaign managers for the Philippines; Hannah Tran as campaign manager for Vietnam; Umar Azis as campaign manager for Indonesia; and Nanthapak Kamolchortpreecha as campaign manager for Thailand.

Tom Maynard, founder of Amplify, said, “We are excited to expand our global presence and establish a strong foothold within Southeast Asia. We’ve previously managed large scale social media campaigns across the region, and we’re ready to cement ourselves as APAC’s go-to for influencer management.”

Meanwhile, Alex Reid, co-founder of Amplify, added, “By expanding internationally, we’re opening up new opportunities for content creators and brands to produce some amazing content and build communities. This is a big step for us, and we can’t wait to bring our products and services to clients throughout the region.”

Speaking on his appointment, Solis commented, “I’m thrilled to be leading Amplify’s expansion into new markets in Southeast Asia. This market is expanding rapidly and I’m looking forward to working with each territory’s best content creators and seeking out new opportunities for creators and brands to connect and reach new audiences.”

The move marks a major milestone in the company’s growth, with goals for Amplify to be the leading influencer marketing agency across APAC. Amplify Activate is set to build on Amplify’s continued business efforts in SEA, as well as to continue their efforts and initiatives for the creator-economy.

Australia – Called ‘escape into: the evolution of worldbuilding’, global creative agency Amplify has developed bespoke content that will pull together creative and marketing experts from the biggest brands in the world to show how brand experiences ultimately shape the world around us. 

The documentary investigates the creative practice of ‘worldbuilding’ and explores how the people behind the world’s biggest brands tug at the fabric of reality to immerse audiences into “radically different worlds.” 

The film features insights from 24 creators, brand leaders, and cultural influencers from Melbourne, New York, London, Los Angeles, and Paris to explore the key attributes of renowned artists, creators, and entertainment giants that impact modern culture. This could be anything from Margaret Atwood predicting America’s future in The Handmaid’s Tale to the impact of Disney’s soon-to-be released remake of The Little Mermaid on the next generation.

Jonathan Emmins, founder and Global CEO at Amplify, commented, “From Marvel to Disney World and from Netflix to Fortnite, worldbuilding is a tool that writers, filmmakers, and entertainers have long used to create compelling and engaging narratives and environments for ideas, characters and stories to live in – and an approach that has never been more relevant for brand building now and in future. As with much of Amplify’s work, with worldbuilding we draw as much inspiration from the culture and creative communities as we do from pioneering brands. Whether they are local or global, to be discovered or already iconic, we believe these pioneers lead the charge and provide valuable lessons for brands embarking on their own worldbuilding journeys.”

The film was directed by filmmaker, author, and activist Bexy Cameron. It premiered in London at the Curzon Bloomsbury and via a global online premiere that took place on 19 April. 

The film, which will also be aired on Amplify’s dedicated digital worldbuilding hub, will be followed by an eight-part series of short films deep diving into how worldbuilding operates in different spaces including film, music and fashion. 

For the series, over 70 pioneering worldbuilders and cultural visionaries have been interviewed and profiled to explore how they place audiences at the centre of their worlds. The series will be released periodically over the next few months. 

Moreover, in addition to the motion content, the creative agency is launching a new book which gets to the root of the core principles of worldbuilding. The book, titled ‘worldbuilding, the evolution of brand building’, explores the creation of narratives to help brands, from Monocle to McDonald’s, connect with audiences in culture, and includes interviews with pioneering worldbuilders on the storytelling tools they use that put the audience at the heart of the action. The book is available digitally and upon request.

Gareth Davies, the managing partner at Amplify Australia, commented, “Worldbuilding is about taking a brand, product, or IP and putting your audience at the heart of it, and building a world around them. It’s about creating memories and immersive stories that create deep connections with collective communities and we’re excited by the prospect of working with our local client partners to help them discover the numerous benefits worldbuilding has to offer.”

Specifically in the Autralian market, the creators and brands featured in the worldbuilding film are Audrey Bugeja from Sneaker Freaker and Dorothy Di Stefano of Moulton Immersive Art. 

“What started out as an exploration into creativity became so much more than that, we started to see the links between creative worldbuilding and themes with real world value and meaning, between writers and political movements, between fashion and shifts in culture, between filmmakers and family values. It’s when creativity meets purpose and emotional resonance that worldbuilding becomes alive,” Director Bexy Cameron conluded. 

Headquartered in London, Amplify operates globally with offices in Sydney, Paris, and LA.

Australia – Amplify, the global creative agency specialising in experience and culture has announced a string of senior promotions in a phase of strong business growth.

Amplify also announced its new roster of clients: Canva, PlayStation and Levi’s.

The agency will provide brand experience services to the three global brands with its promise to create authentic, meaningful connections. 

Coinciding with significant new business momentum, Amplify has boosted its team with three senior promotions. Former creative director Tim Baggott becomes executive creative director, after three years. Ex-business director Karina Munoz has been promoted to head of clients, following two and a half years in the latter position, and Claire Hewitt steps up to executive producer, from the senior producer role she held for three and a half years.

The internal appointments come on the back of six additional new hires across creative, production and client management.

Amplify’s Managing Partner, Gareth Davies, said, “We’re excited to partner with these iconic brands to deliver experiences that create authentic and meaningful connections. We’re equally thrilled to be able to strengthen our growing business by promoting from within our own ranks.”

Davies says that Amplify’s creative culture provides a home for exceptionally talented individuals like the recently promoted seniors. “These promotions will extend the impact and influence their thinking and craft has on our business and our work for valued client partners,” added Davies.