Exploring modern
youth culture

...big ideas, brand platforms, campaigns and experiences designed to be amplified across every touchpoint of the entire marketing mix.

We work for some of the most progressive and innovative brands worldwide, helping them to engage and build relationships with gen-z and millennial audiences. These include Airbnb, Activision, Epic Games, Dr Martens, Footlocker, Google, Netflix, PlayStation, Pinterest, Spotify and YouTube.

We challenge pre-existing perceptions in traditional advertising and keep creativity at its core.

As a creative experience agency, we help brands drive brand reappraisal and brand love by reconnecting your brand with your audience through culture. We do this by authentically joining the dots between people, brands and culture to shift the brand's relationship with the audience from transactional to relational.

We do this by getting under the skin of a brand's problem, and at the heart of any problem is often a particular demographic they’re struggling to connect with. But we don’t view audiences as demographics. We see them as real people. We want to understand what they think, believe, want or need. And once we’ve done that, we help brands to connect with them and the things they love.

We believe in real people, not demographics…

Whilst Amplify work with a breadth of audiences, it is always the younger audiences we look to for inspiration, innovation, creativity, collaboration, and to see what’s next.

We conduct bespoke consumer research with our data consulting partner and use trend tools to define strategic recommendations for our clients.

Young Blood is Amplify’s ongoing and ever-growing exploration of youth, gen z and millennial culture. As an agency, it’s vital we’re at the forefront of the inspirational but ever-changing attitudes of youth. To truly understand the behaviour of our young audiences, their attitudes and motivations, we needed to know ‘why?’. Importantly, through our research we find out what this means for brands and marketers, as we must understand these nuances for today’s campaigns and those of tomorrow.

Through Young Blood we’ve given youth a platform to say what they really think, helping them challenge the stereotypes they face and going beyond generic labels like ‘Millennial’ or ‘Gen Z.’

Having created collaborative campaigns for brands including Fortnite, PlayStation, Dr Martens and YouTube, we know what a talented group they are, despite some of the tough challenges they face, particularly during the pandemic years.

The original Young Blood research debuted in 2016 to give a platform to this creative, thoughtful and pragmatic but often misunderstood audience. In 2018, we returned with a further deep dive into the hopes, fears and realities of 18-30-year-olds, spanning genders, regions, ethnicities and socio-economic groups. And in 2022, our research was born from our continued desire to understand the hopes, fears and realities experienced by young people growing up today.

We turned our attention to the present state of modern masculinity. Our 2022 release of Young Blood puts what it means to be a man, the Gen Z generation, gender roles, race and equality, identity and mental health under the microscope.

Beyond Young Blood, and as part of our social mission, we’re committed to ensuring internally and externally we both create opportunities for and champion young creative talent from all walks of life. Amplify’s Project New Wave initiative offers paid 12-month contracts to give young talent from less traditional backgrounds a chance to break into the industry. For the last two years we have a 100% record for black, Asian and mixed ethnicity recruitment at an entry level.

Amplify is a patron of Creative Lives in Progress (formerly Lecture in Progress) and has joined forces with Brixton Finishing School and Ad-Cademy offering commercial support as well as helping co-developing part of its curriculum.