We represent the exciting world around us.
To have the best ideas and create defining work, we need a team and an extended network of collaborators that reflect this exciting, culturally rich and diverse world we live in.
Amplify is built from a tapestry of talent, an unexpected and diverse breadth of lived experiences, skillsets, work backgrounds, ages, personalities, and passions. We encourage all our team to have a point of view, share their influences and support their passions inside and outside of work. By doing this, we know that not only will our team be happier and more inspired, but our work will be more creative and deeply connected in culture.
Our People
We never forget that we’re only as good as those talented individuals who choose to call Amplify ‘home’. Across our global hubs we're lucky to have some of the smartest, creative and progressive minds. Our shared values guide our internal culture and create a shared ethos that inspires the work we do for clients.
But we know we can always be better, and we're always honing our art and our science. Whilst we're now a more established agency we still approach the world with the agility, vigour and energy of a start-up, as we know to be a truly progressive agency we will always be work in progress.
UNITY is a steering group comprised of a diverse cross-section of individuals from the agency. It provides information, education and direction to all policies, processes and initiatives that the agency undertakes to strive towards greater equity and equality across our workforce, within the working environment and through the work we undertake for our clients and beyond.
Run by the women of Amplify to empower female-identifying employees through inspirational talks, and workshops and giving them a safe space to celebrate female voices in the marketing and advertising industries.
Our 18-30 year old Amplify employees have set-up their own initiative to share their views and keep everyone up-to-date on what makes them tick, and keep the older members of the team in check and on point. From music and galleries, to news and sports, Voices of Us share their tips and POV with Amplifiers on a monthly basis, which in turn informs our work for clients.
Our Social Mission
Whilst Amplify are lucky enough to work with a breadth of audiences, it is always the influential younger audiences we look to for inspiration, creativity, collaboration, innovation and generally see 'what's next?'.
Through our shared personal and work experiences on a variety of cutting-edge youth brands we continue to find the younger audiences both positive and pragmatic. This is despite a backdrop of growing up in a time where the gap between 'the haves' and 'have nots' continues to grow, opportunities previous generations have enjoyed no longer exist and they continued to be unfairly badmouthed from some sectors of mass and mainstream media.
Amplify's social mission is to 'connect with, enable and champion young creative talent, from all walks of life’. We believe every creative person should have access to opportunities that could change their lives. To achieve overall change in our agency and the industry, we must prioritise disrupting the talent pipeline and levelling the playing field to ensure everyone has fair access. We believe we have a collective responsibility to 'pass the baton', and we try to lead by example.
Amplify's ongoing Young Blood research and film platform was created in 2016 to help us understand the hope, fears and realities of young people growing up in the world today. By sharing the research and findings we encourage and endeavour to use the Young Blood platform as a positive voice and to challenge misconceptions
We not only use the findings to ensure all of our work is relevant and effective but to keep things cyclical, giving back to youth communities in different ways from recruitment programmes to mentoring. We use our research, networks, partners and our diverse strategy team to deep dive into the people and cultures we’re interested in, that enable us to make our work hyper-local as well as globally consistent.
Amplify is a very collaborative agency, but where it makes sense we take some of those collaborations a step further. Introduced by a mutual client Amplify helped support and mentor Seed, now our student and Gen Z specialist agency. Bonding over a shared passion for all things youth, Seed joined the Amplify Collective back in 2017 and have gone from strength to strength expanding globally, tripling in size and rapidly expanding their students and Gen Z network and live and creator capabilities.
Seed also run the What Matters to Us student and Gen Z research and insights series, which helps inform their stand alone work and campaigns in collaboration with Amplify.
Amplify’s social mission is to connect with, enable and champion young creative talent from all walks of life and our New Wave programme does just that. We recruit young people with passion, potential, life experience and enthusiasm, rather than looking at degrees and qualifications. We are working to get more under represented talent into our industry, by giving them experiences across strategy, production, client services and creative.
Since 2020 our London team joined forces with Brixton Finishing School and ADcademy offering both commercial support as well as helping co-develop the brand experience part of its curriculum.
Our Australian creative team continues to support D&AD Shift - a free night school for self-made creatives without a university degree who want to enter the commercial creative industry.
Acting as mentors to the ‘Shifters’ throughout the program, we host sessions at our Sydney office on ‘What is Brand Experience’ on the craft of building brand experience campaigns and giving attendees real-life briefs to respond to in collaboration with our clients including Canva.
Our Sustainability Mission
Our industry is often criticised for its negative impact and challenged for its lack of actionable solutions to improve its work's environmental, social or cultural value. We want to change that. We know we have an opportunity and the potential to create positive change, but we also know we can’t do it alone. That’s why our approach to sustainability is people-first.
Amplify's sustainability policy is our commitment to each other and a roadmap to action as we work to build a more sustainable future for Amplify and the industry at large. It includes five commitments, each connected to tangible KPIs that are measured and monitored as part of our action plan to keep people inspired.
We are committed to:
Greener Experiences is our internal task force championing our always-on approach to social, cultural and environmental change. It’s a team taking on our sustainability ambitions by interrogating the little things every day, as well as shaping our policy that lays out the detail giving us a long-term vision to shape our short-term actions. Whether it’s across planning, design, ideation or execution, we’re finding the margins of improvement and innovation that add up to something bigger.
If you're a brand and looking at your sustainable practices concerning campaigns and brand experiences, please get in touch with our Global Sustainability Lead, Jennie Mossman jennie@weareamplify.com
Amplify was one of twelve founding agencies of a non-profit organisation founded by event professionals and industry leaders to support the events sector's transition to a more sustainable future. Our collective ambition is to implement consistent standards across the management of events when it comes to environmental impact and sustainability.
isla now spans over 140 agencies, brands and event organisers and has developed TRACE, a carbon and waste measurement platform for sustainable events.
Embracing the responsibility for the change we were one of the pioneers of trace, an industry-specific carbon and waste measurement tool used to track data across production, transport, energy and waste. Created by isla the platform has helped us to measure and minimise carbon across brand experiences.
“If you measure it, it will improve.” Seth Godin.
Nothing makes us more proud than when we can help our clients lead by example. Our measurement approach incorporates industry reporting tools from isla and AdGreen that allow us to efficiently review the sustainability of campaigns and set benchmarks for future targets to reduce and remove negative impacts. For example, by implementing our measurement approach, we were able to achieve CarbonNeutral® event certification for our 152-date Sky Glass launch campaign and tour.
We advise and work with clients, including Google, Polestar and YouTube, to help them reduce and remove carbon emissions and waste and to track emissions throughout campaigns. As part of our end-of-campaign reports, we analyse performance against targets and provide actionable learnings and recommendations for future projects.
