• by Fern Siegel , November 13, 2024

Global creative agency Amplify has taken a majority shareholder in Problem Child, a new special-projects consultancy co-founded by former Frasers Group CMO Beckie Stanion.

The two agencies will operate as independent businesses, but collaborate on relevant opportunities. London-based Problem Child specializes in brands across retail, entertainment and sports.

“Whether it’s re-energizing a brand, planning a disruptive launch, unlocking a tricky audience or creating a meaningful collaboration, Problem Child plans to deliver strategic road maps and end-to-end solutions for the most challenging briefs,” explains Stanion, Problem Child CEO.

She works closely with Carmen Walker, co-founder/partnerships director.

Stanion has a 20+ year career in marketing and communications, working with UEFA, The FA, The NFL, Chelsea F.C. Women’s, the England Team and luxury brands LVMH and Tiffany & Co. 

Walker previously worked as group head of talent & PR at Frasers Group. She has overseen projects such as Beyonce’s Renaissance x Flannels debut, the Kano x CP Company collaboration, and BoohooMan’s "Face of" series with Burna Boy.  

Jonathan Emmins, founder-global CEO at Amplify, said: “Problem Child ... is built around a flexible and agile response model, pulling together expert teams based on the brief rather than fitting an existing team to the brief and leaning into Amplify when it makes sense. Beckie and Carmen are true experts at solving real business problems creatively. Ultimately they will be strengthening Amplify’s growing collective of audience-first businesses, joining us alongside Gen Z specialist agency Seed and business specialist Wonder.”

Stanion added: “We knew we wanted a partner that allowed us to ebb and flow with the demands of a brief. Brands, whether niche or global, often want the boutique approach but need the scale to facilitate it. Amplify allows us to partner on a global scale without losing our personal touch.”

Amplify has global hubs in London, New York, Los Angeles, Paris and Sydney. Client work has included Activision, Airbnb, Google, Porsche, Netflix, Pinterest and Spotify.

(Photo L-R: Jonathan Emmins, Beckie Stanton, Carmen Walker)