Amplify expands with string of new hires

By AdNews | 27 March 2024
Jyothi Krithivasan, Ben Somers, Sonja Stindl and Ryan Paturzo.

Creative agency Amplify has promoted Sonja Stindl to the new role of general manager Australia and Ben Somers as partnerships director among a slew of new hires.

Stindl, formerly head of talent with three years of experience at Amplify and prior a senior talent management role at MaxConnectors, will oversee people, finance, and legal matters, working closely with co-founders Alex Reid and Tom Maynard to drive the vision within the Australian team.

Stindl said it's an exciting time to be part of the creator industry.

"Amplify is leading the charge with the best content creators and clients in the business as well as our passionate team driving it all behind the scenes," she said.

"I look forward to working with Alex and Tom to solidify our offering in Australia and prepare for our next growth phase."

Somers returns to Amplify after a brief role at a Tik Tok. With prior experience in Amplify’s campaigns team, he will now spearhead the newly established partnerships division with a focus on driving new business and fostering seamless connections with clients across business teams.

Somers said returning to the agency and leading this new partnerships division is a really exciting move for him.

"As a business we’re growing from strength to strength and the aim of this new team is to drive connections - internally and externally - to meet the needs of our clients beyond traditional campaign structures," he said.

Adding to the expanding Australian office, Jess Hill joins as senior campaign manager from Puig, previously working across Jean Paul Gaultier & Carolina Herrera and an extensive career at Universal Music. 

Ryan Paturzo, who was previously at Buzzfeed for six years, has been appointed as account director for the production team and Jyothi Krithivasan rounds off the recent new hires taking up a role as partnerships and marketing coordinator.

Amplify co-founder Alex Reid said it's taken a while, but the agency is starting to see mass adoption of creators into existing marketing mixes, using creators' audiences to connect with relevant brands and their messages.

"With that comes the need for a bigger team and our approach has always been to hire people smarter than us, which hasn’t been difficult," said Reid.

“Amplify's growth is also demonstrated with our expanding talent pool. We've grown from having eight creators and producing live shows when we started the business in 2015, to having a roster of 50 creators and a team of over 80 across Australia, Southeast Asia and all the way north to Japan and Korea."

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