Amplify acquires Snack Drawer in creator economy push

Amplify has acquired Melbourne-based creative agency Snack Drawer, adding one of Australia’s most respected culture-first independent agencies to its growing creator economy business.

The acquisition marks the latest step in Amplify’s evolution from a creator-focused event launched by founders Alex Reid and Tom Maynard in 2018 into a global business spanning influencer marketing, social and content, talent management, sport, production and creator-owned IP.

The company now employs almost 200 people across APAC, North America, the Middle East and Africa.

Snack Drawer co-founder and CEO Jamie Searle will become general manager of Amplify Melbourne, while co-founder and chief creator Hannah McElhinney will take on the newly created role of global executive creative director at Amplify.

The broader Snack Drawer team will also join the business.

Founded in 2020, Snack Drawer has built its reputation around work at the intersection of creators, culture and entertainment.

Its client roster has included Yo-Chi, Meta, Department of Transport and Planning Victoria, Netflix, Wesfarmers Health, Chartered Accountants Australia and New Zealand and Pappa Flock.

The deal comes as brands continue to increase investment in creator-led marketing, social-first content and culture-driven campaigns, creating demand for agency partners that can bring together creative thinking, creator expertise, production capability and cultural insight.

Alex Reid, co-founder of Amplify, said Snack Drawer had built its reputation by understanding how attention is earned in modern media.

“We’ve built Amplify around the belief that creators, content and culture are becoming increasingly central to how brands grow. Bringing Snack Drawer into the business strengthens that proposition and gives us even greater creative depth as we continue to scale globally.

“Snack Drawer adds another layer of creative firepower to Amplify and accelerates our ambition to build one of the world’s leading creator economy businesses. Together, we’re creating a model that combines creative, talent, production, social and cultural expertise under one roof for clients here and around the world.”

Amplify works across influencer marketing, social and content, talent management, sport, production and creator-owned IP.

Its clients include P&G, Warner Bros., Blackmores, Canva, Vaseline, Tinder and TikTok. The business also manages a large creator and athlete talent roster through Amplify Sport.

McElhinney said brands increasingly need to find a meaningful role inside culture and fan communities, rather than simply interrupt audiences.

“People don’t engage with brands because they’re in the market for a product, they do it because a brand has found a meaningful place within culture, fan communities and conversations,” McElhinney said.

“That’s the kind of work we’ve always been passionate about building at Snack Drawer and it’s a big part of what drew me to Amplify.

“There’s a huge opportunity to bring together creative thinking, creators, culture and fandom in ways that feel genuinely additive rather than interruptive, and I’m excited about what that unlocks for clients globally.”