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Amplify’s founder Jonathan Emmins talks capturing the youth market

We’re lucky enough to work for some of the most progressive and forward-thinking brands all over the world. When the agency started 10 years ago we were applying this approach predominantly youth focused B2C brands including Nike, Converse, Red Bull and PlayStation. And back then, we actually had the reputation as a bit of an East End rave agency.

Fast forward to 2019 and we’re using the same culture first approach, we are just as likely to be working on Advertising Week for Google as AirMax day for Nike. And sadly now, a little older, we’re desperately clinging on to that reputation as a bit of an East End rave agency…

A B2B audience’s ability to influence change and their commercial value is often significantly higher than B2C, yet often misses out on the respect and glory. For us as creatives, marketers and event organisers the true to test of whether we’re doing our job is how far we can shift the dial; launching something where there was nothing, leading a real behaviour change and ultimately shifting units.

And today anyone can be an influencer… When we’re working with Google one of the first question they ask is: ‘Which audience or audiences can most influence that change’ and we build the campaign, experiences and amplification from there…

The influencers for YouTube include the top brand creators. For Android it’s the top developers. For Search its decision makers in advertising and media. For YouTube Music it’s artists, labels and management as well as music fans. For Pixel it’s the more traditionally accepted ‘influential’ young creatives. And for Pride it’s their own team, the self-titled Gayglers…

So next time you’re planning your next event or campaign, before you put all your energy engaging an audience, check it’s the right one…