We know creator-led campaigns make a huge impact for a brand’s business but as creator marketing evolves and younger audiences become more astute at clocking sponsored content, the way we co-create with talent is also set to evolve.
We know the power comes from leaning further into the creative magic a talent partner can bring; creating campaigns and content that feels more personal and less promotional; and designing briefs that blend brand story and cultural insights.
We believe in collaborating with a range of partners - the creators on the come up as well as long term ambassadors - this means creative outputs that evoke real emotions, are more tapped into cultural conversations and driving real world action.
Co.Labs is our specialist team that works with brands and clients to leverage the power of creators, influencers and talent for real world business impact.
We believe the future of great collaborations stems from an equal and exciting value exchange, for not only the brands and the people or entities they want to collaborate with, but also the audience they’re targeting and the part of culture they’re engaging with.
We know that it’s difficult 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, influencers, platforms, places, brands, entities, communities and more, but a pragmatic and progressive approach rooted in culture is what differentiates between ‘brand badging’ and a real collaboration with co-creation at its heart.
Lara MacAlpine is our Talent + Partnerships Lead. She started her career in PR as influencer marketing began to play a bigger role in brand campaigns. From the early days of product seeding and gifting, to talent management at scale including social media campaigns, production, events, and full end-to end campaign execution. Working with pools of smaller creators and influencers to A-List talent; across our global offices and sectors with multiple creators.
Rachel Matovu is Group Strategy Director and oversees Co.Labs within our Strategy, Culture and Comms team. Also starting her career in PR & comms (there's a trend) she brings the art of punchy and provocative storytelling to creative strategies and applies earned-first thinking across her integrated campaigns, ensuring that talent can help deliver cultural relevance and shift brand metrics.
Contact rachelm@weareamplify.com to find out more.
We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
We work closely with our Off Script collective, maximising creator partnerships and delivering brand content + entertainment through a new era of storytelling styles, tools and creators. Find out more here.
We lead with responsibility. It has always been important to us to think and act responsibly. This is why everyone at Amplify is committed to adopting considered and conscious decision-making when creating campaigns on behalf of our clients, with the goal of moving culture forward with a positive and long-lasting impact.
Our work-in-progress mentality means that we aim to improve the impact we have on our people, the wider cultural landscape our work exists within and the planet we live on. Always questioning the little things to constantly innovate and find the inch of improvement that adds up to something bigger.
Our breadth of work and accountability, driven by our ongoing belief that we are 'always a work in progress,' have led us to become a Certified B Corporation™ across all our global offices.
We were keen to understand and better educate clients as to what creators want from brands and brand experiences and how they see the future of partnerships.
So we partnered with SevenSix Agency to recruit 10x influential creators representing different ages, ethnicities, identities and creator sectors for a closed roundtable discussion focussed on opportunities, pain points and the future of collaboration.
Read the report here.
Amplify are lucky to work with some of the most innovative and progressive brands globally, often working as an extension of the team creating global campaigns, toolkits and campaigns that are activated locally, both delivering directly through our global hubs and / or supporting and managing local teams, agencies and individuals. We're as committed to 'doing good' as doing 'good work' and leading with responsibility. In 2023 Amplify was globally B-Corp accredited.
