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Amplify takes majority stake in B2B experience agency Wonder

Two event agencies, focused on creating unforgettable experiences, have joined forces to broaden their offering and nurture international growth.

Global creative agency Amplify has become the majority shareholder in the B2B and B2E (business-to-employee) events innovator, Wonder, whose clients include Adobe, Android, Klarna and Google for Education. Both companies will continue to work collaboratively while operating as distinct independent businesses.

This buy-in is a major step for Amplify which only launched in 2008 as a youth-focused B2C brand experience agency. The business has since evolved to serve the world of B2B, which now accounts for nearly 30 per cent of its business, resulting in events, experiences and campaigns for Facebook, Google, Hubspot, Pinterest and Netflix, among many others.

Amplify founder and CEO, Jonathan Emmins, said: “Amplify’s roots were as a youth-focused B2C agency because back then they were ‘the hard-to-reach audience’. Bombarded with messages, all audiences are now ‘hard-to-reach, no more so than the world of B2B.

“This has only been exacerbated by the pandemic. B2B audiences demand and deserve more. Together, we will take an audience-first and campaign approach to B2B and B2E experience and marketing. Working with Ben Turner – Wonder’s driving force – we’re creating a home for who we consider the best and most progressive in the industry”.

The announcement comes as Wonder strengthens its team with new hires including Dan Keene (formerly director of brand experience at ENGINE and MD at Slice) as director of strategic development, Jessica Charles (formerly co-head of agency and head of operations at Black Tomato) as head of campaigns and Jess Richards as executive producer.

The partnership also sees Wonder founder Ben Turner move to CEO, Scott Micklethwaite promoted to MD, David Crease move to creative director and Mike Dennis becoming head of production.

Wonder founder and CEO Ben Turner added: “The world of work is constantly evolving and we want to help businesses meet these ever-shifting expectations. Whether it’s exploring new technology, creative innovation or simply a desire to find better ways of connecting, we constantly want to challenge the status quo. And with Amplify now helping make the vision a reality, we’re even better placed to help B2B and B2E create real creative, cultural and commercial impact.”

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