Global creative agency Amplify is marking a year of remarkable success with the introduction of three pivotal senior roles within its Australian team. In a period of dynamic growth, where the agency has doubled in size, these appointments are a strategic move to steer Amplify’s future expansion.
Karina Munoz, previously the Head of Clients since 2022 and a member of the agency since 2020, will now take on the role of General Manager. With a rich background in experiential marketing at MKG-Experiential Marketing in New York, Munoz brings a wealth of experience to her new position. As General Manager, she will oversee all aspects of agency operations, finance, and client relationships. Her recent leadership in NIKE’s ‘1000 Victories’ campaign for the FIFA Women’s World Cup is a testament to her prowess.
Claire Hewitt, recognized as one of Australia’s top 10 ‘Best of the Best experiential producers’ by B&T this year, steps into the role of Head of Production. Hewitt’s eight-year tenure with Amplify, spanning both London and Sydney offices, has seen her lead production for global clients like NIKE, Airbnb, PlayStation, and Google. Her new role as Head of Production is designed to guide and oversee all production output, encompassing experiential, content, partnerships, and more, ensuring executional excellence.
Paige Lewis rejoins Amplify as Head of Brand and Growth, APAC, after a two-year stint launching United Entertainment Group’s APAC office. Lewis, with her extensive experience in both London and Sydney offices of Amplify, will spearhead the agency’s brand vision, regional growth strategy, marketing, reputation, and business development efforts.
Jonathan Emmins, Founder and Global CEO of Amplify, commented on the expansion: “Sydney was Amplify’s first international office outside the UK, and in many ways set the blueprint for the LA, NY and Paris offices that followed. Due to client demand, Amplify continues to grow globally. It’s both exciting and reassuring to have long-standing members of the team founding and leading Amplify’s global hubs and ensuring when it comes to cross-office collaboration a ‘borderless agency mindset’.”
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Paige Lewis shared her enthusiasm about her return: “It’s an honour to return to Amplify as the agency begins to strengthen its offering and presence in APAC. There is so much happening from a culture and innovation perspective across the region, which will only continue to multiply. With an insight-first approach to cultural marketing, Amplify is perfectly placed to provide clients with a fresh perspective.”
Gareth Davies, Managing Partner, Amplify Australia, expressed his excitement about the internal promotions: “It’s a thrill to be able to promote from within to fill these leadership roles, rewarding their incredible work and contribution to the business over the years, whilst leveraging their expertise in their respective disciplines to further build our business, culture, and legacy. We welcome this new generation of female leadership and look forward to the impact they’ll make to the agency and the industry.”
As Amplify gears up for its next phase of growth in the APAC region, these strategic leadership appointments signal a promising future for the agency. Stay tuned to Marketing In Asia for more updates and insights into this exciting development in the marketing world.
About Amplify
Amplify is a global creative agency specialising in experience and culture, focused on joining the dots between people, brands and culture. Winner of Campaign’s Brand Experience Agency of the Year (AUNZ 2021 and 2022), Agency of the Decade (UK 2020) and bronze in Global Brand Experience Agency of the Year 2021 as well as being named B&T’s Experiential Agency of the Year (2023) and Creativebrief’s top ranked agency for three consecutive years.
Amplify Australia creates integrated campaigns and experiences designed to connect meaningfully with audiences. They help Google, Converse, NIKE, Spotify, YouTube, PlayStation, Campari, and many more of the world’s most prestigious brands to turn consumers into fans. As leaders in youth insight, Amplify is also the creator of Young Blood: a deep dive into modern Australian youth culture that is shaping comms for a wide range of youth-focused brands.
