Today’s guest is Jonathan Emmins, Founder and Global CEO of Amplify, the creative agency known for redefining brand experience for the likes of Google, Netflix, and PlayStation.

Jonathan shares how Amplify evolved from experiential onto a broader creative canvas, helping brands become “match fit for 3-D world”. He explains why worldbuilding sits at the heart of their approach, creating ideas that live across channels rather than being dictated by them.

The conversation explores the power of culture as a strategic tool, not just a marketing layer, and why brands must earn their place within it. Jonathan also reflects on how Amplify has stayed relevant over nearly two decades – from building teams around curiosity, to balancing scale with boutique thinking.

With candid insights on growth, creative integrity and joining Common Interest, this is a thoughtful look at how agencies can evolve without losing what made them distinctive in the first place.

HIGHLIGHTS:

[02:00] Amplify’s origin story

[03:57] A broader creative approach

[08:35] Being the ‘safe wildcard’

[09:50] The art of worldbuilding

[14:42] Culture as a connector

[22:56] Curiosity drives relevance

[26:30] Being defined by what you refuse

[31:01] Joining Common Interest

[38:04] A scrapbook mindset