Amplify takes parity stake in student marketing agency Seed

Marketing agency Amplify has bought a parity stake in specialist student marketing shop Seed as it seeks to bolsters its youth credentials.

Partnership: Forshew and Emmins
Partnership: Forshew and Emmins

Following a two-year partnership Amplify and Seed will operate as distinct independent businesses but will have scope to cross-fertilise. 

Seed’s client roster includes Nike, Budweiser and ASOS has doubled in size to 30 staff over the last two years, while turnover has almost tripled from £2m to £5.5m during the same period under founder chief executive Celia Forshew.

Amplify, meanwhile, is looking to leverage its partnership with Seed as it pursues more access to the student market amid plans for rapid international growth. About 60% of Amplify’s activations now take place outside of the UK. 

Jonathan Emmins, Amplify’s founder, was voted 2017’s "most influential person in the industry" by Campaign’s sister title Event.

The agency also provides support and guidance for youth influencer agency Urban Nerds, creative studio 27 and brand consultancy People-Made.

Emmins said: "Amplify are always looking to support, develop and invest in best-in-class talent and partners because we believe and know that the next mind-blowing ideas can come from anywhere."

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