Inside Amplify: Jonathan Emmins’ Playbook for Creative Success

It’s always intriguing to consider how closely the character of an agency founder mirrors their business. Jonathan Emmins, who stands at the helm of Amplify as founder and Global CEO, embodies an energy, curiosity, and forward-thinking spirit that perfectly complements the agency’s vibrant, independent ethos. This alignment is crucial for a buoyant indie agency operating slightly outside the mainstream framework.

Independent agencies and their place on the global stage

During a meeting in Cannes, the question of whether independent agencies are afforded enough breathing space amidst the dominance of large networks and tech giants naturally arises. Jonathan reflects on the situation: “Our entry point to Cannes was as ‘hired help,’ collaborating with companies like Pinterest and Google Beach. Initially, we avoided entering awards, preferring our work to gain recognition elsewhere before aiming for Cannes. Winning here often requires familiarity, which can favor established agencies. However, it’s a place that fosters involvement and inspiration.”

Jonathan highlights that some of the industry’s most groundbreaking work has yet to enter competition. He finds it fascinating to explore niche cultural pockets and brands taking unique approaches.

The intersection of street and luxury

Amplify operates from offices in London and Paris and locations in Los Angeles, New York, and Sydney. With a personal connection to both Britain and France, there’s a keen interest in his perspective on French creative culture. Jonathan shares, “We had a French team in London, led by Nico, who became MD of the agency in France two years ago. This aligns with my belief that Amplify hubs should maintain the same core DNA while being self-determined. France is very relationship-driven and culture-focused, which suits us well, whether it’s street culture or luxury.”

Jonathan reflects on Amplify’s origins as an “East End rave agency,” organizing massive parties without a luxurious sheen. Over time, they’ve evolved, working in Paris with prestigious clients like the Louvre and the Musée d’Orsay and luxury brands such as Audemars Piguet, Boucheron, and Chanel Beauty. He observes, “Luxury is at an intriguing crossroads. It used to be very catwalk-down, but now it’s almost street up. The challenge is maintaining a luxury brand’s distinction when streetwear influences are significant. Thankfully, our French office is versatile and hybrid, embodying an essential Amplify trait.”

Harnessing technology for experiential marketing

Beyond cultural engagement, Amplify is renowned for its innovative use of technology to craft captivating experiences. Jonathan explains, “We view tech as ‘the secret helper,’ prioritizing ideas first, then the technology.” He cites recent projects like a giant pinball machine for PlayStation at the UEFA Champions Festival in Trafalgar Square. Initially met with skepticism, the project succeeded due to a straightforward prototype demonstrating feasibility, ultimately winning client approval.

In another project for Vivid Sydney, Amplify partnered with Samsung to create an AI-based function that translated expressions of hope for humanity into a light display visible for miles. Similarly, for “Nike Air Max Day” in London, they installed a giant Nike Air Max Pulse shoe on the roof of Peckham Levels, its lights pulsating to the energy on the dancefloor below, in collaboration with AI artist Daito Manabe.

Navigating global challenges with creativity

Amplify’s work often uplifts audiences, a welcome effect in today’s politically tumultuous environment. Jonathan acknowledges the impact of such turmoil, “As an agency often working with the next generation, it feels like we haven’t set a great example, with issues like conflict and climate change looming. Economically, consumers and brands have suffered.”

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The agency’s role becomes one of fostering empathy and loyalty between consumers and brands, serving clients with assurance while creating meaningful connections. Jonathan often uses the analogy that intelligence isn’t about the number of brain cells but their effective collaboration.

Sustainability and responsibility in modern marketing

Amplify is proactive in promoting sustainability, as seen in its involvement with London’s Garden of Tomorrow event, which inspires new business blueprints aligned with nature. Jonathan highlights their commitment, “We have a global head of sustainability, Jennie Mossman, who advocates internally and with brands. We were founding members of ISLA, helping organizations measure and reduce impact, and gained global B Corp certification.”

This commitment ensures partnerships with clients who share sustainability goals. Jonathan notes, “We’re seeing brands take a stand with their supply chains and stakeholders. Amplify supports the circular economy and sustainable fashion by working with brands like Vinted.” Jonathan’s optimism shines through, emphasizing the urgency of respecting nature. “If we don’t act now, it may be too late. More brands are likely to embrace this responsibility.”

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In conclusion, Jonathan Emmins’ optimistic leadership continues to shape Amplify, guiding the agency to innovate at the crossroads of culture and technology while championing sustainability and connection in a complex world. One might wonder if Amplify will continue to thrive under Jonathan Emmins’ leadership by further merging culture and technology. The agency could lead innovative, sustainable marketing approaches that resonate with brands and audiences.

Photo credit: The feature image and the crop inside the article has been provided by Mark Tungate and is owned by Jonathan Emmins.
Editorial notice: The interview and surrounding content have been edited for style and readability. The original message conveyed has not been changed.

This guest article has been submitted by Mark Tungate. While we appreciate guest contributions, it's important to note that the views expressed by the author are not necessarily reflective of those held by TechAcute.