Amplify Allows Partners To Focus on Global Expansion Goals by Building a New UK Management Team

Amplify establishes new UK management structure, leaving partners with more time to investigate further international opportunities

Amplify has established a new UK management team by promoting four high-performing department heads while also creating a new Head of Client Services role. The new team will report directly into Amplify’s seven partners: Anton Mercier, Dan Minty, Jeavon Smith, Jonathan Emmins, Lee Avery, Marcus Childs and Neal Southwell. The structural change has been undertaken to future-proof the UK agency in a way that allows partners to focus more on group and global opportunities, following Amplify’s launches in Australia and the US. The promoted staffers include: Head of Content – Alex Wilson; Head of Production – Richie Gage; Head of Strategy – Sophy Vanner Critoph; and Zoe Lewis, who moves from Head of Live to Head of Client Services.


New UK Management Team. Left - Right: Sophy, Zoe, Alex & Rich)

In a challenging year that saw the agency manage to win 17 new clients, the new management team members have delivered over and above expectations, showing true leadership of their respective departments while making significant contributions to the agency’s continuing growth and evolution. Although Alex Wilson has only been with Amplify for one year, he has transformed the agency’s content offering. Not only has worked on a vast spectrum of projects, encompassing everything from the UK Dr Martens culture platform to the global PlayStation 5 launch, he has also reorganised and rebuilt the content team while ensuring creative and production are of the highest quality. Richie Gage has been with Amplify for nearly a decade, ensuring the agency’s production team fuses in-house talent with specialist resource. As the business continues to scale-up and diversify, Gage continually manages to deliver while ensuring the agency stays true to itsm antra of ‘the idea is only as good as the execution’. After two years spent leading some of the agency’s biggest pitches and campaigns, former ‘Face to Watch’ Sophy Vanner Critoph was promoted to Head of Strategy in March 2020. Her more recent promotion to the UK management team has been made in recognition of her popularity with clients, infectious energy and solutions-based thinking. As former Head of Live, Zoe Lewis has helmed many of Amplify’s most impressive projects, including the Grand Prix-winning Google ‘Curiosity Rooms’ project. However, her unrivalled experience in account handling and production, alongside a natural talent for building and nurturing relationships, meant she was perfectly placed to lead Amplify’s newly created Head of Client Services position. Amplify’s Founder, Jonathan Emmins, said: “Amplify are in an exciting period of growth following overseas launches, new business ventures and partnerships. The business’s increase in scale has created new opportunities to further empower our department heads. Their well-deserved appointments reflect the increasingly multidisciplinary nature of our work, while facilitating deeper collaboration across the business and freeing up the partners to further grow the breadth and scope of the agency.”