B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • WPP
  • Anthony Albanese
  • NRL
  • EssenceMediaCom
  • Thinkerbell
  • Channel 10
  • News Corp
  • Spotlight on Sponsors
  • State of Origin
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Amplify Promotes Lucinda O’Brien To Strategy Director & Hires Culture Exec Domenic Scriva
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Amplify Promotes Lucinda O’Brien To Strategy Director & Hires Culture Exec Domenic Scriva
Advertising

Amplify Promotes Lucinda O’Brien To Strategy Director & Hires Culture Exec Domenic Scriva

Staff Writers
Published on: 18th November 2024 at 8:38 AM
Staff Writers
Share
4 Min Read
L-R: Lucinda O'Brien, Domenic Scriva
SHARE

Amplify has promoted Lucinda O’Brien to strategy director and hired Domenic Scriva for the newly created role of culture executive. 

O’Brien returned to Amplify Australia recently, after a year break where she focused on brand strategy. Prior to this, she spent more than five years in Los Angeles working at Zehner (now The Stable), first as brand strategist and then senior brand strategist. As strategy director, O’Brien will empower brands to strategically connect with audiences through culture. She has more than eight years of strategy experience, working across integrated campaigns and brand development.

The strategy director role leads the vision of Amplify’s strategy offering across APAC and is responsible for the agency’s overall strategic output. Since recently returning to Amplify, Lucinda’s impact on agency vision and client work has been described as “instant”.

Scriva is new to the marketing industry and comes from a creative background as a trained performer and writer. His passion is for staying culturally connected through lived experience and research. He is fuelled by curiosity and a love of culture. He also understands the importance of nurturing talent relationships for brands.

The culture executive role is responsible for the in-depth research and knowledge of trends and talent in the cultural space. Primarily sitting within the Strategy department, Amplify’s culture executive supports all facets of the business, spanning strategy, creative, marketing and delivery.

Dan Minty, global chief strategy officer at Amplify, said: “As our strategic offering in Australia continues to evolve, so does the team that leads it. Lucinda has elevated the overall output of Amplify’s brand work in Australia and strengthened our ability to authentically connect brands in culture. Her promotion to strategy director is a reflection of her impact on the business, a strategic rigor that allows us to deliver exciting, resonant work. Additionally, as our strategic offering has diversified and our work in culture continues to deepen, the creation of the culture executive role was a natural evolution of the team, for which Domenic was the perfect fit.”

O’Brien said: “It’s an exciting time to be back with Amplify this year, leading the strategic offering here in Sydney. As we expand our reach with more campaigns and brand experiences across APAC, the common thread uniting our work remains clear – reaching audiences through culture and breaking formats whenever possible.”

With O’Brien’s promotion and Scriva’s appointment, Amplify is elevating its strategy offering – including the recently launched Australian-curated ‘Beyond the Horizon’, a Culture Briefing report exploring brand marketing’s next frontier: outer space. Amplify’s global Culture Briefings initiative is a series designed to help brands stay up to speed across developments in the cultural spectrum all around the world.

The new roles follow the recent appointments of Steph Balme and Kate Boekhorst as business directors, further reflecting Amplify’s accelerated growth and business momentum.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: amplify
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

TV Ratings (12/6/2025): 1.4 Million People Viewed The Western Bulldogs Kicking Its Way Into The Top Eight
13/06/2025
WARC Downgrades Global Ad Spend Forecast Amid “Trade Tensions” & Uncertain Tech Market
13/06/2025
Marketers Call For Measurement ‘Parity’ In Video, But One Buyer Warns ‘Be Careful What You Wish For’
13/06/2025
Meta Cracks Down On Nudify Apps & Sues Hong Kong Developer Behind CrushAI
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?