Amplify – the creative agency – is further extending its B2B experiences offer by partnering with Wonder, the award-winning B2B and B2E (business-to-employee) events agency, whose clients span Adobe, Android, Klarna and Google for Education.
 
The partnership sees Amplify back Wonder by becoming majority shareholders, re-enforcing both agencies’ ongoing commitment to the B2B experience. Although the two agencies will operate as distinct independent businesses, they will collaborate when opportunities arise.
 
The announcement comes as Wonder strengthens its team. New hires include 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/head of operations at Black Tomato) as head of campaigns and Jess Richards as executive producer. The partnership also sees founder Ben Turner move to CEO, Scott Micklethwaite promoted to MD, David Crease move to creative director and Mike Dennis becoming head of production.
 
Amplify launched in 2008 as a B2C brand experience agency, and has evolved by applying its approach to the world of B2B.
Jonathan Emmins, Amplify’s founder and global CEO, said: “Amplify’s roots were as a youth-focussed 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”.
 
Notable and recent Wonder highlights include Google’s largest event in EMEA, leveraging Santander’s sponsorship of the Champion’s League and launching BT’s rebrand to key stakeholders. 
Turner said: “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.”
Image: Back row L to R: David Crease, Jess Richards, Mike Dennis, and Jonathan Emmins. Front row L to R: Dan Keene, Ben Turner, Scott Micklethwaite, and Jessica Charles