Just because something’s difficult, doesn’t mean you shouldn’t do it

It’s always interesting to see to what extent the founder of an agency resembles their business. Jonathan Emmins, founder and Global CEO of Amplify, seems energetic, curious and forward-looking. What could be better for a buoyant indie agency that’s somewhat outside the mainstream?

As we meet in Cannes, I can’t resist asking him whether the independent agencies are given enough space to breathe there, bearing in mind the omnipresence of the networks (not to mention the tech giants)?

Jonathan says: “Our entry point to Cannes was as ‘hired help’, because we’ve worked here with Pinterest, Google Beach and so on. In fact there was a period when we didn’t enter awards. Later we preferred our work to be recognized elsewhere before building up to Cannes. To win here, work often requires a bit of familiarity…In short, I do think Cannes favours established agencies, but it’s a place where you can get involved and be inspired.”

He points out that some of the most innovative work in the industry isn’t even entered. “Let’s not ignore that there’s lots of groundbreaking work around the world that’s not featured here. I’m always interested by niche pockets of culture or brands that are trying to take a different path.”

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