Amplify Launches New Global Offering Co.Labs

Image left to right: Sophy Critoph, Paige Bithell, Lara MacAlpine, Rachel Matovu, Dan Minty

Amplify, the global creative agency that specialises in experience, entertainment and culture, is redefining its creators, communities and partnerships offering with the launch of Amplify Co.Labs, an evolved team that will focus on authentic, strategic collaborations with co-creation at their heart.

Partnerships take many forms, bringing together people, partners, platforms, places, brands, entities, communities and more, but a pragmatic and progressive approach rooted in culture is what differentiates ‘brand badging’ from a true collaboration.

Amplify Co.Labs will harness the agency’s creators, communities and partnerships capabilities with a focus on driving conversations, cultural impact and earned reach through compelling brand and product stories, designed to traverse channels and spaces. The Co.Labs team will be continuing their work with clients such as Nike, Pinterest, Google and Aperol, building on a year that has seen Amplify’s talent and partnerships-led campaigns and activations go from strength to strength. 

Highlights have included: Nike 1000 Victories launched with a TikTok call out from the Matildas Vice Captain, Steph Catley alongside over 30 Nike brand ambassadors which went on to win Greatest Brand Campaign at the TikTok Ad Awards; Converse New Edge London featuring jewellery designer Martine Ali; artist and technologist Tigris; sculpture artist Audrey Large; and Rifke Sadleir, coder and creative technologist; Pinterest Possibility Place that achieved a 2.3m organic influencer reach.

As part of Dan Minty and Sophy Critoph’s strategy, culture and communications team, the day-to-day Co.Labs offering will operate globally from London, led by Lara MacAlpine, senior talent partnerships manager and Rachel Matovu, strategy director, with their PR, talent and communications backgrounds, offer end-to-end strategies and solutions for earned reach. The global team will then work hand-in-hand with Amplify’s in-market cultural experts - Lucinda O’Brien, senior creative strategist (Sydney), Kat Leinhart, associate strategy director (LA/NY) and Marion Gommenne, creative strategist (Paris) - to ensure local nuance. Paige Bithell, talent and partnerships coordinator, completes the Co.Labs team. 

Ranging from experience programming and creative content campaigns to brand-fronted campaigns and long-term brand ambassador programmes Co.Labs will deliver unique and effective solutions. Amplify takes an audience-first and culture-led approach to all work from subcultures to A-List talent like Lady Gaga, Paris Hilton and Tan France, helping clients to achieve brilliant earned media results through their unique approach, rethinking how brands can create both cultural impact and fame they desire. 

Dan said, “Whether it’s partnering brands with global superstars or helping them to identify and support the next generation of grassroots communities, we bring the same strategic rigour, cultural expertise and narrative lens to the work we do around collaborations, as we do with all of our campaigns. The Co.Labs team will continue to focus on creating truly reciprocal creative relationships that deliver exciting, representative and resonant work.”

Amplify recently partnered with SevenSix agency on the report ‘The New Era of Creator Partnerships’, which delves into what creators want from brands today and in the future. Taking first-hand knowledge from full-time creators, the report details how to best broker mutually beneficial relationships between our clients and influencer partners.