• by Fern Siegel , May 24, 2024

Global creative agency Amplify has created a dedicated new entity — Amplify Co.Labs — focused on strategic collaborations and creative enterprises.

Co.Labs is based in London and led by Lara MacAlpine, senior talent partnerships manager, and Rachel Matovu, strategy director.

The global team will work closely with Amplify's in-market cultural experts.

Co.Labs, part of the agency's strategy, culture and communications division, continues its work with clients such as Nike, Pinterest, Google and Aperol. It offers creative content campaigns and long-term brand-ambassador programs.

Amplify takes an audience-first and culture-led approach to all work, including talent such as Lady Gaga, Paris Hilton and Tan France.

Dan Minty, chief strategy officer, Amplify, said: “Whether it’s partnering brands with global superstars or helping them to identify and support the next generation of grassroots communities, we bring the same strategic rigor, cultural expertise and narrative lens to the work we do around collaborations, as we do with all of our campaigns. The Co.Labs team will continue to focus on creating truly reciprocal creative relationships that deliver exciting, representative and resonant work.”

Amplify partners with an array of brands, including Activision, Airbnb, Google, Netflix, Nike, Porsche and Spotify. In addition to London, the agency has hubs in Paris, Los Angeles, New York and Sydney.