Hi. We’re Amplify…
Thank you for taking the time to review our entry.
Before we begin, the best way to get a feel of how we ‘think’ and ‘do’ is through seeing our work in action.
Please click the play button to see just some of our many highlights.
Amplify was founded as a home for ‘creative people and clients’.
We’re lucky to work with some of the most innovative and progressive brands, including BMW, Google, LEGO, Nike, PlayStation, Porsche and YouTube, amongst others.
You can also fnd out more about us at weareamplify.com.
Click play to watch our showreel
Our Agency. Our People.
From origins as go-to London rave agency to global brand experience pioneer…
Amplify is a global creative agency specialising 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 rave 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 format-defning and awardwinning 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.
CAMPAIGN AGENCY OF THE YEAR HAT-TRICK
3X WINNER: GLOBAL, UK + UK CREATIVE BRAND EXPERIENCE AGENCY OF THE YEAR
PLAYSTATION: LIVE FROM PS5
22 AWARD WINS; INCLUDING THE DRUM AWARDS EXPERIENCE GRAND PRIX: REIGNITING THE HYPE AROUND EXPERIENCES ON PS5 GLOBALLY AND DRIVING 316% SALES UPLIFT IN THE FOUR WEEKS AFTER THE CAMPAIGN LAUNCH.
NIKE: 1000 VICTORIES A TIKTOK COMMUNITY STORY
WINNER OF GREATEST BRAND CAMPAIGN AT TIKTOK AD AWARDS: CHANGING MINDS AND BEHAVIOURS THROUGH IMPACT IN CULTURE WITH A WORLD FIRST ‘TIKTOKUMENTARY’ AND FIRST NIKE LONGFORM CONTENT ON TIKTOK.
JONGGA: FLAVOURVERSE
BREAKING THE FORMAT OF A RETAIL POP-UP BY BUILDING A WORLD OF DELICIOUS DISCOVERY AND CULTURAL CROSSOVERS: 4 AWARD WINS; INCLUDING BEST POP UP STORE AT THE EX AWARDS AND 3 X GOLD AT THE CAMPAIGN EXPERIENCE AWARDS
GLOBAL INDEPENDENT AGENCY OF THE YEAR 2023: AGENCY OF THE YEAR (49-250 PEOPLE) CREATIVE AGENCY TEAM OF THE YEAR
43 X CAMPAIGNS SHORTLISTED ACROSS B2B, CREATIVE, CONTENT, EXPERIENCE, OOH, MEDIA AND PR CATEGORIES.
1 X CHAIR AWARD, 1 X GRAND PRIX, 19 X GOLDS, 12 X HIGHLY COMMENDED
Building a home for creative people + clients.
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.
Amplify’s Social Mission is “To connect with, enable and champion young creative talent” from all walks of life. EMPLOYEE
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.
B-CORP GLOBALLY
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.
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.
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.
CERTIFIED
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 audiencefrst 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 clientside 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 £77m. This represents a 42% increase YOY.
Creative Vision + Approach.
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-of-the-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 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 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 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.
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.
TUBI | TUBI CANNES
NIKE | AIR MAX DN LAUNCH
PLAYSTATION | UEFA CHAMPIONS LEAGUE FINAL
Leading from the front, positively representing 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
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.
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
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 adblockers that other channels may face.
Innovation + Tech: Technological advancements that shape the world around us.
Here’s how our approach to worldbuilding has infuenced our work for our clients through talent, innovation, storytelling and responsibility…
Storytelling:
Worldbuilding that places the audience at the heart of a brand.
Collaborations + Partnerships:
Brand collaborations that have turned cultural worlds on their axis.
Responsibility:
Thinking and acting responsibly to move culture forward with a positive impact.
GOOGLE | GOOGLE CANNES
SAMSUNG | CHORUS OF LIGHT
Selected Clients + Creative Work.
We work with some of the most progressive + forward-thinking brands, all over the world…
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.
This year, we were proud to win the hat trick of agency of the year awards for Campaign across Global Brand Experience, Creative Experience and Campaign UK AOY.
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.”
8/9 School Reports 2024
Global Independent Agency of the Year 2023, Agency of the Year (49-250 people) and Creativity: Agency Team 2023
Collecting the award in front of his agency team, Amplify founder and global CEO Jonathan Emmins: “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.”
Redefining
the
future
of brand experience, in all its shapes and forms.
BRAND CONSULTANCY, RESEARCH + INSIGHT, STRATEGY + INNOVATION
INTEGRATED + BRAND EXPERIENCE LED MARKETING CAMPAIGNS
+
Our expanded capabilities allow us to defne where brand experience goes next; ensuring our platform ideas activate across multiple channels and media touchpoints. And this is where we believe the most exciting work is still to come.
FILM, CONTENT + BROADCAST
Selected Case Studies.
JOIN THE REVOLUTIONARIES
Use the milestone of 50M global customers as an opportunity to build awareness, trust and drive acquisition in the run up to the launch of Revolut’s new brand platform that repositions them from tech and fnance brand to lifestyle.
The idea
‘Join the Revolutionaries’ : An epic two-day London-wide takeover celebrating revolutionary cultural leaders who have challenged norms and pushed boundaries, resulting in an unmissable multimedia event, social and OOH campaign.
The campaign gave Revolut customers access to the biggest names in music, fashion, sport, gaming, travel, entertainment and business, culminating in an exclusive headline performance from Charli XCX ahead of her sell-out tour.
The execution
The ‘Join the Revolutionaries’ campaign was anchored by a free immersive exhibition at Outernet, taking over the 4-story-tall DOOH screens. Seven live shows, featuring our Revolutionary talent, took to the live stage with broadcasts and streams going out across Revolut, Wired and talent-owned social media. We leaned into the best platform for the audience, from TikTok for Sophie Tea Art, through to Twitch for gamer TenZ.
Programming included an interactive session with Revolut founder, Nik Storonsky and entrepreneur, Steven Bartlett, inspirational talks by Billy Monger and Drew Binsky, a fashion show celebrating diversity with prosthetic designs. Live art and choir with Sophie Tea and and an e-sports tournament with gamer TenZ.
Every show transformed the space into forests, exhibition spaces and computer gaming stations to best amplify the story being told on stage.
A fnale broadcast aired on Revolut’s YouTube that shared a culmination of the two day-event alongside a live performance by Charli XCX with 3 hit tracks.
The results
Note this is an unlisted link, please don’t share beyond judges eyes: WATCH HERE
To check out the case study, click here
#FC25
Brief:
Break the traditional format of game launches to celebrate the launch of one of the world's most hotly anticipated games, EAFC ‘25.
Idea:
A game-changing in-person and broadcast experience that unites gaming and football communities worldwide.
Introducing… EAFC ClubHouse
8 cities.
49 current & historical players.
17 creator vs. athlete VIP match-ups. 1000+ guests.
1 live broadcast on Twitch with 710k watching live.
Execution:
A series of star-studded brand experiences for a few hundred people in New York, Sydney, London, Paris, Riyadh, Milan, Madrid and Düsseldorf broadcast live from Madrid to thousands globally via Twitch and shared across social media platforms.
We created a central visual identity, combined with experiential must-haves, allowing a visual red thread to fow throughout, regardless of the location. Each event celebrated the local communities and cultures that make football special in those markets, giving fans the chance to meet the heroes of the game.
On Twitch, ThisIsFG and Toniemcee’s broadcast, featured familiar voices like Bellingham, Endrick, insider Fabrizio Romano, popular gamer Viscabarca, and EAFC commentator Brandon Smith. To top it all of J Balvin, the Prince of Reggaeton, took the stage with a Spotify livestream, blending music and sports culture in a grand fnale.
Results:
EAFC Clubhouse was the biggest ever non esports broadcast on FC Twitch w/ 710k views and the 1st ever Spotify livestream feat. FC25 Soundtrack artists J. Balvin
Guests attendance and social posts helped EAFC maximize awareness, scale key messages, and deliver against KPIs during a major commercial moment for the brand.
8 CITIES
700+ CREATORS
250M+ VIEWS
30M+ ENGAGEMENTS
1.2B SOCIAL REACH
$1.8m EARNED MEDIA VALUE
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
206 PIECES OF GLOBAL BROADCAST + MEDIA COVERAGE
22 LIVE DAYS 11,040 LIGHTS, 750SQM BUILD
1
EXCLUSIVE AUDIO TRACK WAS PRODUCED AND RELEASED
But don’t just take our word for it.
Here’s what our amazing clients have to say about us.
"Thank you all for making Milan Salone a magnifcent event this year. Amplify, 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
“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.”
Lucy Ticker Senior Experiential Marketing Manager
“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
“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”
Daisy Ausden Global Experiential Producer
