From London rave origins to global brand experience pioneer…
Amplify is a global creative agency specializing in experience, entertainment + culture.
AMPLIFY’S SHOWREEL GIVES THE BEST FEEL OF OUR WORK AND CAN BE WATCHED BY CLICKING HERE
Amplify started life as the go-to London brand experience agency for brands including Converse, Nike and PlayStation - who remain clients today. Since then, we’ve evolved from amplifying live experiences through fedgling social media platforms to creating formatdefning and award-winning campaigns that drive business transformation through the power of culture.
Fast-forward to today, and we’re just as excited about the future of brand experience campaigns. Despite the headwinds facing many marketing budgets, eventfocused budgets are at an all-time high (up 9.9% according to the IPA Q3 Bellwether report), a testament to the CMO’s reappraisal of the value of brand experiences in positioning brands in culture and better connecting directly with their audiences.
For us, being a creative agency is about pioneering where brand experience goes next. How do we entertain? How do we craft ideas through the lens of culture? How do we redefne experience - through any channel? As we enter 2025 we continue our mission to defne where experience goes next, once again breaking new ground as an agency.
LONDON - GLOBAL HQ
A HAT-TRICK OF CAMPAIGN AOY AWARDS, GLOBALLY B-CORP ACCREDITED AND 30 NEW CLIENTS
2024 has been another year to make us feel proud at our Amplify London HQ. We’ve delivered 150+ high-profle campaigns worldwide for brands including Campari, Converse, CHANEL, Google, Lego, Meta, Nike and Porsche. And we were recognised with a hat-trick of Campaign Agency of the Year awards across UK, Global and Creative Brand Experience categories.
In late 2023, we became globally B Corp accredited; one year later, our commitment remains the same, ensuring we match the cultural expectations of consumers regarding respect for people and the planet. We gained 30 new clients, including Absolut, McDonald’s, Revolut, and Tubi, taking our global client total to 80. We achieved the $95m turnover mark representing 42% YOY increase and forecasting $105m for 2025.
ELEVATING LUXURY BRAND EXPERIENCES GLOBALLY
2024 has been Amplify Australia’s biggest year yet. From winning our biggest client yet in Samsung, to delivering 46 high profle campaigns, including 13 new business wins for the likes of Nike SEA, Cotton On and Atlassian Amplify Australia's work with Nike Pacifc for 1000 Victories was recognised in 2024, winning Greatest Brand Campaign at the inaugural TikTok Ad Awards. We were also the only agency awarded in the Australia/New Zealand Brand Experience Agency of the Year category for Campaign Asia.
Our portfolio of work included Samsung Australia’s activation at Vivid Sydney, The Chorus of Light, which challenged the boundaries of AI responding experiences, and Nike’s DN launch in SEA, The Unreal Lookbook driving the Air Max Dn’s connection to a new generation. Our fagship projects, along with a consistent fow of returning clients, assisted in the achievement of 26% YOY commercial growth since 2023.
France has always been a key territory of Amplify since the start of the agency, and our presence in the market has grown year after year, leading to establishing a Paris hub In 2022. 2024 was no diferent; the team had a stellar year, increasing their footprint in the luxury sector with new client wins including Boucheron, Ferragamo and Zimmerman. An oasis from the outside world in the iconic shopping destination Le Bon Marché was created for Zimmermann. These achievements contributed to €6.6m turnover and 24.4% YOY commercial growth.
They delivered stand out campaigns for Airbnb as part of the Paris 2024 Olympics; The ‘Night with Icons’ project at Musee d’Orsay saw them collaborating with Olympic torch designer Mathieu Lehanneur. An oasis from the outside world in the iconic shopping destination Le Bon Marché was created for Zimmermann. With CHANEL Beauty they took a dive into colour to celebrate their latest makeup collection. The team has continued to build on their existing client relationships with Nike and PlayStation as they establish their reputation in market for premium brand experiences.
US LAUNCHING IN NEW YORK INCREASING TO FIVE STRATEGIC HUBS GLOBALLY.
In 2024 the US team doubled in size across Los Angeles and New York with signifcant new hires, including an Executive Creative Director Heather McTavish from Virtue (Vice), Design Director, and Group Creative Director. We continue to strengthen our client relationships while attracting new ones, resulting in impressive year-over-year revenue growth, up 100%.
This year, we added Adobe, CHANEL, Google, The Grammys, Lego, Tubi and Yahoo to our US roster, alongside four wins at the Ex Awards. To enhance our cultural connections in the US, we hosted a series of Co.Labs Roundtables with marketers and creatives from infuential brands to discuss the evolving state of creator partnerships. Additionally, we launched the "Cultural Accelerator," providing funding and production support to help young creatives kickstart their grassroots events in LA.
+ YOUTH TEAMS
Our B2B and business experience specialist team, Wonder achieved exceptional growth in 2024. They won 7 new clients, increased headcount by 31%, and solidifed client relationships with industry-leading experiences for Amazon Ads, Canva, Google, Stripe, Visa and Vodafone. Highlights include delivering Visa’s fagship conference, Visa Payments Forum, at the Paralympic Games, winning the Best Event Agency award at the Conference and Events Awards. Commercially, the team delivered an impressive 53% year-on-year growth, achieved a 44% increase in revenue, and entered 2025 with 51% of target revenue secured.
In 2024 our youth specialist team, Seed, launched ‘Cultivating Communities’ giving clients and industry peers insight into the cultural trends and communities that defne youth audiences and their point of view. They saw a record year of growth following a brand-new service ofering and several senior hires, including Chloe Mayhew as Head of Production to bolster Seeds production ofering. The new positioning allowed Seed to pick up several new business wins including VOXI, New Balance, Revolut and Taco Bell. This combined signifcant growth within existing clients, such as lululemon, Adobe and Levi's, allowed the agency to hit a record-breaking fnancial year.
FRANCE
OUR SPECIALIST B2B
NIKE | 1000 VICTORIES
Breaking new ground: New clients. New hires.
New specialisms.
2024 saw new client wins, new specialisms, a new Group CFO at the helm and consultancy Problem Child joining our growing collective of audience-frst specialists, including Seed and Wonder.
We have strategic hubs in LA, New York, Paris, and Sydney, allowing our clients to access key markets, with our London ofce remaining as the beating heart of the borderless agency we’re building.
Through our hubs, partners and network, we’ve never been in a better position to tap into diferent capabilities, cultures, and passions from around the world, unrestricted by previous location-based challenges.
The strength of our culture and bonds has enabled us to expand as a team globally and to be recognised as having won Global Brand Experience Agency of the Year for two consecutive years.
2024 has frmly set us up for success in 2025, as we continue to break formats and build worlds that help defne and redefne the future of brand experience.
A modern world requires an evolved approach to brand building.
Where brand building or brand storytelling has always been quite inward facing, our approach to worldbuilding is about extending outwards and ensuring all brand comms ladder up to a creative platform that allows for iterative storytelling, partnerships and innovation, regardless of channels.
This helps our client partners think about creating a brand world that lives beyond a singular campaign, channel or experience. Instead, creating something that can be built upon, by the brand, the creator or the audience.
In 2024, we launched three new specialisms which explore the latest trends in worldbuilding, storytelling, collaborations and innovation. Through Co.Labs, FUTURES and Of-Script, we understand how worldbuilding can truly resonate through the stories that we tell, the partners we collaborate with and the innovations that will shape our worlds.
This work is intrinsically woven into Amplify's DNA, infuencing and shifting the direction of our brand work for clients, including Activision, Converse, EPIC Games, Google, Nike, PlayStation and Samsung.
We’re building a sustainable future for people + planet.
In late 2023 Amplify became a globally B Corp accredited agency; one year later, our commitment remains the same. For us, it was never about the badge. Instead, we see B Corp as another step on the journey rather than the conclusion. Ensuring we match the cultural expectations of consumers when it comes to respect for people and the planet and furthering our commitment to building a sustainable future.
New hires to support global growth ambitions.
We appointed Hayley Finmore, as our group chief fnancial ofcer. Hayley Finmore joined Amplify from Uncommon, where she was the group director of fnance for fve years and oversaw exponential growth.
Launched new consultancy, led by Former Sports Direct and Frasers Group CMO.
The partnership, which includes Former Frasers Group CMO Beckie Stanion and head of PR and Talent Carmen Walker, provides greater empathy and experience of client-side challenges. Problem Child will creatively solve real business problems with its founding clients. Ultimately, they will strengthen our growing collective of audience-frst businesses, joining us alongside Gen Z specialist agency Seed and business specialist Wonder.
We work with the most innovative and progressive brands globally and added 30 new clients this year and increased turnover to $95m. This represents a 42% increase YOY.
Turnover increased by 42%
Transforming businesses through the power of experience + culture.
With internal specialists covering everything from creative technology to talent and partnerships, we ensure our clients have access to the latest trends and tools to help them challenge established thinking and execution.
Our project teams are tailored to the specifc needs of each brief or client, allowing us to apply a unique blend of talent and experience, fresh perspectives, and out-ofthe-box learnings to any problem.
Through our approach, we help clients to think about the creation of a world that lives on beyond a singular channel or experience – something to be built upon, whether by the creator or their audience.
It is here that we begin to build ecosystems around a strategic territory, engage the right sponsors, partners, talent and media to help our stories and narratives to scale, to move seamlessly between channels and to ultimately build community around them.
We build worlds.
A modern world requires an evolved approach to brand building. And where brand building or brand storytelling has always been quite inward facing, worldbuilding is about extending outwards and ensuring that all brand comms ladder up to a creative platform that allows for iterative storytelling, regardless of channels.
We solve problems.
For us, any problem can fnd its root in people. Real people. Understanding them, their needs - the things they love and build their identities around, their passions, interests and any communities they connect with.
We break formats.
We love the ambition to be transformative and diferentiated. To change the playbook. Whether it's pushing ourselves and our clients to innovate across media, platforms, partnerships or outputs, we are continually exploring new ways to entertain and engage audiences.
We create culture.
Our aim is to help build brands, ideas and campaigns that leave a positive impact on the cultural spaces, communities and audiences they exist within. To spark conversations and action at scale. To get everybody talking and using culture to shift beliefs and behaviors. All while aiming to be additive, supportive and meaningful.
BRAND CONSULTANCY, RESEARCH + INSIGHT, STRATEGY + INNOVATION
INTEGRATED + BRAND EXPERIENCE LED MARKETING CAMPAIGNS
DISRUPTIVE MEDIA + CREATIVE TECHNOLOGY
Our expanded capabilities allow us to defne where brand experience goes next; ensuring our platform ideas activate across multiple channels and media touch points. And this is where we believe the most exciting work is still to come.
FILM, CONTENT + BROADCAST
PLAYSTATION | PLAY HAS NO LIMITS | LONDON, PARIS, TURIN AUCKLAND, TORONTO, STOCKHOLM
Proud of our longstanding client relationships + industry recognition.
Our client’s ambition matches our drive to deliver work that connects with culture meaningfully.
This has helped us expand globally, often in collaboration with long-standing clients, to create work that wins for the brand and audience.
Brand-side judges for the Campaign Global Brand Experience AOY said Amplify’s entry
“Clearly an agency which has gone from strength to strength over the past few years, with some truly exceptional results in 2023. Strong talent management stats and examples. Creative output of an extremely high quality, delivering a number of prestigious awards already. A strong contender.”
This year, we were proud to win the hattrick of agency of the year awards for Campaign across Global Brand Experience, Creative Experience and Campaign UK AOTY.
Collecting the award in
“I still feel like a kid in a sweetie shop. The kind of brands and kind of people we get to work with and the kind of work we get to do is amazing, that’s both internally and our extended family. We’ve got some amazing clients and they all put their trust in us and it’s always a massive team efort on everything, so we are very grateful to get this award.”
front of the agency team, Amplify founder and global CEO Jonathan Emmins:
Our worldbuilding approach in action.
Following the launch of worldbuilding in 2023, the platform has helped our clients to think about their campaigns as the creation of a world that lives on beyond a singular channel or experience – something to be built upon, whether by the brand, the creator or their audience.
We believe that by approaching brand building through the lens of worldbuilding, brands can create even more compelling and engaging environments for stories and audiences to inhabit and enjoy.
This evolved approach to brand building enables clients to invite co-creation and collaboration, consider how to show up in channels, platforms and partnerships and truly understand the people they are trying to connect with.
Our 'worldbuilding' approach and commitment to 'breaking formats' ensures that our campaigns blur the lines between media channels, frmly putting audiences and communities at the heart of the narratives and circumventing the barriers of ad-blockers that other channels may face.
Here’s how our approach to worldbuilding has infuenced our work for our clients through talent, innovation, storytelling and responsibility…
Innovation + Tech: Technological advancements that shape the world around us.
Storytelling: worldbuilding that places
the
audience at the heart of a brand.
Responsibility:
Thinking and acting responsibly to move culture forward with a positive impact.
Collaborations + Partnerships:
Brand collaborations that have turned cultural worlds on their axis.
GOOGLE | GOOGLE BEACH | CANNES
BRIEF:
After a fve-year hiatus, in 2024, Samsung Electronics Australia made its much-anticipated return to the southern hemisphere’s leading multi-arts festival ‘Vivid Sydney’.
INSIGHT:
Sydney is one of the most diverse cities in the world, with over 250 spoken languages, so communication can be a barrier to connecting, highlighted by the fact that one in three Australians feel disconnected from their neighbours.
APPROACH:
Samsung’s latest Galaxy AI feature ‘Live Translate’ has the power to automatically translate voice calls, face-to-face conversations, and text messages into a preferred language, bridging language barriers and better-connecting people.
IDEA:
‘Samsung: The Chorus of Light’
An immersive light installation powered by ‘Live Translate’ technology, uniting our audience through their hopes for the future and making them feel more connected to each other.
EXECUTION:
Guests contributed their voices to the installation by recording a message of hope in a language of their choice. ‘Live Translate’ translated the messages into other languages and expressed them as personalised light animations.
Guests travelled through the galaxy of lights, and took AI Nightography enhanced photographs with the Samsung Galaxy S24 Ultra against the ever-changing backdrop.
To generate continued interest we crafted a launch flm starring Samsung Team Galaxy members Rowi Singh, Tara Chandra and Joe Donovan, experience walkthroughs from each of them and a content series in collaboration with multidisciplinary artist Ta-ku, who created the soundscape for the experience.
RESULTS:
Chorus of Light was a beacon of hope, positioning Galaxy AI as a vehicle for connection, creativity and collaboration.
84,000 PRODUCT INTERACTIONS
344,780 TOTAL IRL IMPRESSIONS
21,073 HOURS SPENT CO-CREATING
11,040 LIGHTS ACROSS 750SQM BUILD
206 PIECES OF GLOBAL BROADCAST + MEDIA COVERAGE
22 LIVE DAYS 1
PRODUCED AND RELEASED
Leading from the front to positively represent our industry.
Amplify is known for being both progressive and a leader in our industry.
Our focus remains to be an informed, positive and pragmatic voice for our clients and our industry.
In a world where marketing often over-complicates, our role is to simplify and distill for clients and audiences alike.
All of our insights work is published online and is readily accessible to anyone who wants to utilise it. We also regularly host roundtables, workshops, and work shares with our client partners to discuss and share our fndings.
We ofer guidance, opinion and commentary through Culture Briefngs, News and Social channels. We were featured in multiple titles, including BBC Radio 4, The Times, Contagious, Wired, Wall Street Journal, The Washington Post, Forbes, Adweek and, of course, Campaign.
To check out Amplify’s opinion and thought leadership, click HERE
SPECIALISMS LAUNCHED IN 2024:
Co.Labs explores the future of people and partnerships. Looking at brand collaborations that have turned cultural worlds on their axis.
Our day-to-day Creators, Communities and Partnerships practice delivers end-to-end progressive strategies and solutions for earned reach. The team are working with Bloomberg, Campari, Hasbro and Nike to defne the future for talent and partnerships.
We know that it’s difcult to decide where to sit on the scale of relevance and reach when it comes to collaborations. Authentic partnerships can take many forms, bringing together creators, communities, talent, infuencers, platforms, places, brands, entities, communities and more, but a pragmatic and progressive approach rooted in culture is what diferentiates between ‘brand badging’ and a real collaboration with cocreation at its heart.
FUTURES is our innovation practice focusing on driving culture + human connection.
Incubated across our global studios at Amplify, FUTURES is a hopeful look ahead to imagine the possibilities of technology for the future of experience and campaign storytelling. Our goal is to ultimately build ideas that don’t exist today through our experiments and prototypes.
FUTURES is part of Amplify’s continued mission to help brands build worlds and break formats with a dedicated ofering harnessing the power of emerging technologies to create memorable brand stories and experiences.
FUTURES is already being woven into the DNA of the agency, infuencing and shifting the direction in Amplify’s brand work for clients including Activision, Converse, EPIC Games, Google, Nike, PlayStation and Samsung.
The creation of the ‘DoomScroller’ robot is just one example of work the FUTURES innovation practice runs.
Building a home for creative people + clients.
Amplify’s Social Mission is “To connect with, enable and champion young creative talent” from all walks of life.
WELLBEING + DEVELOPMENT
We have a bespoke approach to wellbeing, recognising not one size fts all. Whether it’s reducing hours or paying for private therapy outside of our EAP and health insurance, we make sure every situation is understood and supported in the best way.
We encourage our team to be proactive with their wellbeing. Know what works for them and encourage them to make space for their positive habits.
Amplify is built from a tapestry of talent, an unexpected and diverse breadth of lived experiences, skillsets, work backgrounds, ages, personalities, and passions.
We provide personalised and group learning and development opportunities. Our team has beneftted from 654+ hours training, which equates to 93 days. Some of our training opportunities include Gender Equity, Self Leadership, Climate awareness, CAD, Line Management, Managing Confict, and much more.
SUPPORTING UNDER-REPRESENTED TALENT
Every creative person should have access to the help they need to fnd the opportunities that could change their lives.
In 2024, in addition to Brixton Finishing School, we partnered with Young Urban Arts Foundation to support their mission to create a world where young people are seen, heard and celebrated through the power of music and creativity. Our partnership sees us support them with pro bono work, training, fundraising and collaborating on a youth development programme.
CERTIFIED B-CORP GLOBALLY
Amplify is a Certifed B Corporation globally, showcasing our commitment to taking collective action and responsibility for a fairer, greener future, with a focus on business as a force for good. Becoming a Certifed B Corp business was not about the badge; we support what B Corp stands for, believing businesses should be evaluated against a wider set of values than just proft. In 2024, the world's frst 'Agency for Nature was formed, to help UK youth culture fall back in love with nature, as part of an initiative from purpose-driven nonprofts, Glimpse and Purpose Disruptors we seconded creative talent to support the eforts.
We ofer six employee resource groups, which are a safe space for individuals and communities to connect, share and support. Each group has the freedom to go to events that inspire them, paid for by the company, and are a forum for us to check work and policies aimed at elevating inclusion in our work and our culture.
But don’t just take our word for it.
Here’s what our amazing clients have to say about us.
“It was a wonderful experience working with Amplify for Samsung’s return to Vivid in 2024. They are highly collaborative, with impeccable attention to detail and creative vision. From start to fnish, we felt we had a true partner that understood Samsung’s business and objectives. Their creativity and dedication to innovative brand experience shone throughout the whole campaign.”
“Wow, what we pulled of was pure magic. Countless times throughout the event I caught myself staring at a display or a screen, or watching guests interact, just thinking back to all the time, efort and countless zooms (and google meets!) that went into making our vision a reality. We launched FC25 in the best way possible.”
Sarah Simpson Global Events Lead
"Thank you all for making Milan Salone a magnifcent event this year. Amplify, I can honestly say that we have found our match in folks who do thoughtful design and are all up in the details. I know this was not the easiest experience to create, and despite all that, you were fantastic partners. I look forward to working on next year's show which we must start thinking about soon. We are thrilled with the reactions and press we received to the show and many remarked about the beauty and craftsmanship of the entire presentation.”
Ivy Ross Vice President, Design for Hardware Products
“On behalf of the Events and Sponsorship Team, I want to extend a massive thank you for all your hard work, long hours and ultimately perseverance which resulted in the biggest festival activation we have ever achieved! When we pitched this idea, many didn’t believe it would work, I must admit I had times when I worried, but you did it! I am so proud of how we produced the unexpected, and it has really resonated with our fans.”
Isabelle Richards Senior Manager, Events
“It simply wouldn’t have been possible without the talent, creativity, commitment, and passion that the team brought to the table. You guys were the perfect partner for this project. Creatively, you brought the SPA to life in the detail, moments of joy, script and dressing. You told the story we were hoping to tell. From a project execution, it was frst class from kick of to derig”
Senior Experiential Marketing Manager
Daisy Ausden Global Experiential Producer
SAMSUNG | CHORUS OF LIGHT | SYDNEY
GOOGLE | MAKING SENSE OF COLOR | MILAN DESIGN WEEK
