worldbuilding: The future of B2C marketing

Amplify is a global creative agency specialising in experience + culture.

Amplify was founded to create...

big ideas, stories, campaigns, platforms, experiences and activations that can be shared and amplified by everyone, through every touchpoint and across the entire marketing mix.

Having championed the concept of ‘brand experience’, Amplify is known for being at the forefront of the changing marketing and cultural landscape. Through a powerful mix of strategic thinking, creative bravery, cultural connection and executional excellence, we understand how to unearth creative and cultural opportunities on behalf of our clients.

We work with some of the most progressive and innovative brands worldwide and were recently named Campaign's Brand Experience Agency of the Decade. As an agency, we take pride in pioneering the untraditional with the rigour of the traditional.

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

As a creative experience agency, we help you 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 bring brands to life,
all over the world...

As a global creative agency specialising in experience and culture, we are here to help you bring your brand - its identity, personality and values - to life, shifting the relationship with your audience from transactional to relational. This is why we define B2C marketing as all the interactions consumers have with a product, service, or brand: just as your perception of someone is based on every interaction with them - direct or indirect, online or offline - so is your perception of a brand.

It is informed primarily by your senses, by everything you have seen, heard, even felt, smelt or even tasted. As a result, a key challenge for brands is to stimulate their audience’s senses to create positive and lasting impressions – and the more senses involved, the stronger the memory.

We turn consumers
into brand fans...

Today, consumers are searching for brands that not only share their beliefs and values but also positively impact the world around them. They want personalities and brands that think, talk and act like people, but they also want to interact with them directly. We always put the audience at the heart of everything we do, starting with real people, not demographics.

Having a connection with someone is deep-rooted. It’s emotional. A feeling. A relationship.

Because when you have a connection, everything just clicks. This applies just as much to brands as to people. And when people feel a connection, they will give their love, their passion and voice to those brands.

We believe...

worldbuilding will influence the future of brand building and all B2C marketing campaigns.

worldbuilding is a tool that novelists and film directors have used for decades to create compelling and engaging environments for ideas, characters and stories to live in. Hollywood has constructed worlds and connected universes by blurring and connecting storylines. Marvel, in particular, has consistently put the audience at the heart of its fantasy narratives.

worldbuilding forms the evolution of brand worlds and B2C marketing, it allows us to craft more interconnected and immersive ways to engage with audiences. The combination of emerging technologies and the continually blurred lines of channels, disciplines and mediums ensure it will only gain more traction as a fundamental framework for building brands.

Adopting worldbuilding allows brands to shift from audience to community. We’re starting to see how some of the most exciting developments are baked around a highly engaged small or even micro-community to stimulate growth. From a streetwear phenomenon like Corteiz to Black Girl Gamers, the common thread is structuring the brand world in a way that fosters deeper connection with communities and audiences. Niche is no longer about beginnings; it's about a place to belong. Rather than being for everybody, it’s creating interactions that become more a reflection of an identity - as they deliberately impress what an individual likes, believes and stands for. The notion that brand worlds enable the audience to project persona creates a real opportunity to think about worldbuilding as an approach to establishing richer and more expansive levels of audience engagement.

Adopting worldbuilding
allows brands to shift from
audience to community.

We’re starting to see how some of the most exciting developments are baked around a highly engaged small or even micro-community to stimulate growth. From a streetwear phenomenon like Corteiz to Black Girl Gamers, the common thread is structuring the brand world in a way that fosters deeper connection with communities and audiences. Niche is no longer about beginnings; it's about a place to belong. Rather than being for everybody, it’s creating interactions that become more a reflection of an identity - as they deliberately impress what an individual likes, believes and stands for. The notion that brand worlds enable the audience to project persona creates a real opportunity to think about worldbuilding as an approach to establishing richer and more expansive levels of audience engagement.

We believe that by approaching B2C marketing through the lens of worldbuilding, brands can create even more compelling and engaging environments for stories and audiences to inhabit. By adopting this approach, we help brands build lasting, meaningful connections with integrated solutions - physical and digital, live and on-demand, or a hybrid mix of all of those - using experiences, events, content, social, PR, partnerships and other types of brand activation.