Amplifi sets foot in Aus with new CEO

Amplifi sets foot in Aus with new CEO

Dentsu Aegis has launched its global investment and media management division, Amplifi, in Australia with new CEO Matthew Crook heading up the agency.

Emma Mackenzie
Posted by Emma Mackenzie

Crook will report to the agency’s network ANC CEO, Luke Littlefield.

Check out the full release below for all the info.

“Dentsu Aegis Network launches global investment division Amplifi

Amplifi, the global investment and media management division of the Dentsu Aegis Network, has launched in Australia.

Responsible for media investment and strategic partnerships for the group, Amplifi’s primary goal is to deliver maximum performance for the group’s clients along with its media, technology and infrastructure partners.

Matthew Crook has been appointed as CEO of Amplifi and Performance, reporting to Dentsu Aegis Network ANZ CEO Luke Littlefield. Matt also maintains divisional responsibility for the group’s Performance agencies iProspect and Columbus. Matt has over 17 years’ experience in media and almost 10 years in a number of roles within Dentsu Aegis Network, with the past three years as Chief Digital Officer in ANZ.

The Amplifi team will work closely with key staff across Dentsu Aegis Network, including the investment heads of each media agency and the group’s senior management, as well as the regional and global Amplifi teams.

Matt said: “Amplifi is a quantum change in our media management and investment approach. Well beyond media based imperatives, Amplifi is charged with developing holistic, innovative solutions that deliver measurable business success for our clients and our partners.”

“It’s also about truly working collaboratively with our media, technology and infrastructure partners. Globalisation and convergence are critical factors in delivering communications solutions, and Amplifi allows us to leverage the strength of the network’s global partnerships along with enhancing the depth of local relationships to deliver value for clients in the convergent media world.”

“I’m delighted to lead the Amplifi team and to bring this offering to our clients and partners in Australia. With in excess of 45 staff within Amplifi and our programmatic team at Amnet we have identified the division as a vital area for talent investment as it will be a critical component of our network this year and beyond.”

John Murray, President of Amplifi Global, said: “The Amplifi goal is ambitious. We are re-inventing our relationships with media owners across the globe. Why? Because in the post-digital age collaboration is what will drive success. It’s all about putting value back into the process. Matt and Luke have been critical players in the development of the Amplifi concept. It’s great news that we are up and running in such an important market for DAN”

Luke Littlefield, CEO of Dentsu Aegis Network ANZ, said: “It’s a significant step for us to officially launch Amplifi in Australia. Aligning all media investment activity under one unified team allows us to use thinking and innovation to drive further value for clients whilst delivering a more collaborative approach between our media partners, our clients and our agencies.”

Alex Pekish has been promoted to Head of Investment for Amplifi across all media, with specialist teams across the different media streams of Screens, OOH & print, and digital reporting to him.

Sophie Fletcher, formerly responsible for Dentsu Aegis Network’s digital investment, has been promoted to Head of Convergence and Operations, with responsibilities including the group’s systems integration and reporting, and managing media research and infrastructure partners.

Kerry Fyans has been appointed as Head of Global & ANZ Partnerships within Amplifi, driving opportunities and value for clients with global and domestic media, technology and infrastructure partners.

Henry Shelley continues to lead the Network’s programmatic specialist unit Amnet. Whilst maintaining its specialist brand identity, Amnet will form one of the four key specialist entities within Amplifi.”