Jonathan Emmins, Amplify: “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.”

Where street and luxe intersect

Amplify has offices in both London and Paris (as well as Los Angeles, New York and Sydney, by the way). Since I’m a Brit who lives in France, I was intrigued to hear how he felt about French creative culture.

“We had a French team based in London, led by Nico [Daude] who then went out there as MD of the agency two years ago. Which makes sense as I’ve always said that the Amplify hubs should keep the same core DNA while being self-determined and able to do their own thing. To answer your question, I’d say that France is very relationship-driven, and it’s very culture-driven – which is great for us – whether it’s street culture or luxury.”

He admits that when Amplify started out as “an East End rave agency”, organising huge parties, it didn’t have a luxurious polish. “Since then we’ve grown up a bit,” he says, and in Paris the agency has worked with the Louvre and the Musée D’Orsay (for Airbnb) as well as Audemars Piguet, Boucheron and Chanel Beauty.

“Luxury’s in an interesting place right now,” he observes. “It used to be very catwalk-down, but now it’s almost street up. So how do you keep luxury brands distinct when they’re taking a lot of their cues from streetwear brands? And how do you differentiate brands who prefer to express a classical luxury? Luckily our French office are very polymath and hybrid, which is an Amplify trait.”

Treats with tech

As well its ability to engage with culture, Amplify is known for experimenting with technology to create breathtaking experiences. “We always think of tech as ‘the secret helper.’ So it’s always ideas first – and then the tech,” says Jonathan.

He gives a couple of recent examples, starting with a giant pinball machine for PlayStation during the UEFA Champions Festival, and set up in the middle of Trafalgar Square. People could play it to win tickets. “The client was sceptical at first, but we had a fairly clean prototype to prove that we could actually make it. In the end they loved it. Just because something’s difficult, doesn’t mean you shouldn’t do it!”

For Vivid Sydney, the city’s amazing festival of lights, and its main sponsor Samsung, the agency created an AI-based function in which a person could say a phrase about their hope for the future of humanity, and it was immediately translated into a light display visible for miles.

Light also featured in a project for “Nike Air Max Day” in London, where the pulsating lights of a giant Nike Air Max Pulse shoe installed on the roof of Peckham Levels were driven by the energy on the dancefloor below. To make it happen, Amplify teamed with AI generative artist and VJ Daito Manabe. 

Navigating a stormy world

Amplify’s work seems to give everyone a bit of a lift, which is appreciable in this era of political turmoil. Has the agency been affected by that? “As agency often working with the next generation, it feels like ours hasn’t really created a very good baton to pass on, with conflict, climate change and politics leaning to the Right,” Jonathan answers. “For us the direct impact has been more economic. Consumers have suffered and because of that so have brands.”

The role of the agency, therefore, is to create empathy and loyalty between consumers and brands – and to serve and reassure clients. After all, the agency prides itself in creating connections. “I always use the analogy that intelligence is not about how many brain cells you have, but about how well those brain cells work together.”

Talking of climate, I noticed that the agency had been involved in the Garden of Tomorrow event in London, which is all about inspiring “new blueprints for business that operate in harmony with Nature”. So does the agency encourage brands to think more deeply about how they can protect nature?

“Of course. We have a global head of sustainability, Jennie Mossman, who is an amazing advocate for the subject, not only within our own agencies but also with brands. We were a founding member of ISLA, which helps organizations measure and reduce their impact. We also got global B Corp certification, which we’re very proud of. For us, it wasn’t a badge – we always talk about leading with responsibility.”

For example, it obliges the agency to work with clients who have a level of commitment to sustainability. “In general we’re seeing brands taking more of a stand with their supply chains and stakeholders.” In addition Amplify is supporting the circular economy and sustainable fashion by working with brands like second-hand clothing e-retailer Vinted.

“I think we’ve reach a point where, if we don’t do something now, it will be too late. So I think many more brands will embrace the idea of respecting nature.”

The optimistic agency founder – shining through again.

Amplify

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