Amplify x Snack Drawer.
Creator agency Amplify has acquired Melbourne-based creative agency Snack Drawer.
The acquisition marks the latest chapter in Amplify's evolution from a creator-focused event launched by founders Alex Reid and Tom Maynard in 2018.
"Jamie and Hannah have created one of the most respected independent creative agencies in Australia by understanding something a lot of people still miss, attention today is earned through creators, communities and culture,” said Amplify co-founder, Alex Reid.
"We've built Amplify around the belief that creators, content and culture are becoming increasingly central to how brands grow. Bringing Snack Drawer into the business strengthens that proposition and gives us even greater creative depth as we continue to scale globally.
"Snack Drawer adds another layer of creative firepower to Amplify and accelerates our ambition to build one of the world's leading creator economy businesses.
"Together, we're creating a model that combines creative, talent, production, social and cultural expertise under one roof for clients here and around the world."
The acquisition is effective immediately with Snack Drawer co-founder and CEO Jamie Searle becoming general manager, Amplify Melbourne, while co-founder and chief creator Hannah McElhinney will take on the newly created role of global executive creative director, Amplify.
“I've known Jamie for more than a decade and we've always shared a similar view of where the industry is heading,” said Amplify co-founder Tom Maynard.
“Brands need partners that understand how the converging disciplines of creator, content and social connect and how culture moves across them.
"Jamie, Hannah and the team have mastered this art which is why Snack Drawer is genuinely special. They've developed a strong reputation for creating work that earns attention by understanding creators, communities and culture.
"Bringing Snack Drawer into Amplify strengthens our creative and cultural capabilities globally and gives our clients access to an even broader set of skills as the creator economy continues to evolve."
Founded in 2020, Snack Drawer has worked with brands including Yo-Chi, Meta, Dept of Transport and Planning Victoria, Netflix, WesFarmers Health, Chartered Accountants of Australia and NZ and Pappa Flock.
"Hannah and I are incredibly proud of what we've built with Snack Drawer and the team that's helped get us here,” said Jamie Searle.
"Over the years we've watched Amplify grow into one of the most exciting creator businesses in the market. We've always admired their talent roster, the scale of what they've built and their understanding of where culture and creators are taking the industry.
"As we looked at the next phase of growth for Snack Drawer, it became clear there was a strong alignment between the businesses. Joining Amplify gives us the opportunity to scale our creative offering, expand into new markets and create even greater opportunities for our team and clients."
Amplify has worked with brands including P&G, Warner Bros., Blackmores, Canva, Vaseline, Tinder and TikTok.
"People don't engage with brands because they're in the market for a product, they do it because a brand has found a meaningful place within culture, fan communities and conversations,” said Hannah McElhinney.
"That's the kind of work we've always been passionate about building at Snack Drawer and it's a big part of what drew me to Amplify.
"There's a huge opportunity to bring together creative thinking, creators, culture and fandom in ways that feel genuinely additive rather than interruptive, and I'm excited about what that unlocks for clients globally."
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