Amplify, a leading global creative agency, has been acquired by Common Interest, a communications and entertainment group, marking a strategic partnership aimed at enhancing brand-audience connections through popular culture.

Target Company Overview

Amplify is a global creative agency known for its specialization in brand experience, entertainment, and culture. With a dedicated workforce of over 200 professionals and operational offices in major cities such as London, Paris, New York, Los Angeles, and Sydney, Amplify has cemented its position as a leader within its industry. The agency's reputation is further solidified by its accolade as Campaign’s Brand Experience Agency of the Decade and its impressive client roster, which includes prominent brands like Google, Playstation, Nike, and Samsung. This transaction also encompasses Amplify's subsidiaries, Seed, which focuses on student and youth engagement, and Wonder, a business experience agency.

Industry Overview in the UK

The creative agency sector in the United Kingdom has been evolving rapidly, fuelled by advancements in technology and changes in consumer behavior. A noticeable shift towards experiential marketing has seen brands increasingly invest in immersive experiences that foster deeper emotional connections with their audiences.

This transformative period for the industry has created a fertile environment for agencies that can offer innovative solutions that blend creativity with