Amplify Acquires Creative Agency Snack Drawer

Why It Matters

The purchase gives Amplify stronger creative firepower and cultural insight, positioning it as a one‑stop partner for brands chasing creator‑led marketing. It underscores the accelerating demand for agencies that can fuse creators, culture and production at scale.

Key Takeaways

• Amplify adds Snack Drawer to boost creator‑centric creative services.
• Snack Drawer’s team joins Amplify, with Jamie Searle as GM Melbourne.
• New Global Executive Creative Director Hannah McElhinney expands cultural expertise.
• Acquisition strengthens Amplify’s global creator‑economy platform across 5 continents.
• Brands seek agencies that blend creators, culture, and production capabilities.

Pulse Analysis

The creator economy has moved from niche influencer campaigns to a core pillar of brand strategy, and Amplify’s rapid evolution reflects that shift. Since its 2018 launch as an event, Amplify now operates in six service lines— influencer marketing, social content, talent management, sport, production, and creator‑owned IP— with nearly 200 staff worldwide. By acquiring Snack Drawer, Amplify not only adds a proven creative shop but also secures a foothold in Melbourne’s vibrant cultural scene, reinforcing its claim to be a global, end‑to‑end partner for brands navigating creator‑driven narratives.

Snack Drawer, founded in 2020, quickly earned a reputation for blending creators, culture and entertainment, winning accolades from the Webbys and Shorty Awards. Its client roster— Meta, Netflix, Department of Transport and Planning Victoria, WesFarmers Health, among others— demonstrates a knack for translating cultural moments into measurable brand impact. The agency’s expertise in social‑first storytelling and award‑winning production complements Amplify’s existing talent and IP assets, creating a synergistic platform where creative concepts can be executed at scale without outsourcing.

Industry observers note that brands are allocating larger portions of marketing budgets to creator‑led content, seeking authenticity and community engagement. The Amplify‑Snack Drawer merger signals a broader consolidation trend, where agencies aim to offer a single roof for creative ideation, talent sourcing, and production. For clients, this means faster turnaround, consistent brand voice across channels, and deeper cultural relevance. As the creator economy continues to mature, agencies that combine strategic insight with on‑the‑ground creative execution— like the newly expanded Amplify— are poised to capture the next wave of marketing spend.

Deal Summary

Amplify, a global creator-focused agency, announced the immediate acquisition of Melbourne‑based creative agency Snack Drawer. The deal brings Snack Drawer’s co‑founders Jamie Searle and Hannah McElhinney into Amplify’s leadership, expanding its creative capabilities across APAC, North America, the Middle East and Africa. The acquisition strengthens Amplify’s offering in influencer marketing, social content and creator‑led campaigns.