Advantage Solutions unifies five agencies to create new integrated marketing agency, Amp

peter frost

Advantage Solutions today said it is unifying five of its creative agencies — AMP Agency, Upshot, Hatch, Genome and SmallTalk — to create a new integrated marketing agency that will operate under the banner Amp. 

Amp, which combines digital marketing, brand creative and design, content production, performance media and digital product capabilities, is a full-spectrum marketing agency that aims to “redefine the marketing landscape by delivering world-class services” under a new, shared vision, says Michael Mish, the agency’s new president.

Mish, who previously led AMP Agency, says unifying the agencies under one banner is in response to clients’ growing demand to demonstrate both short-term marketing performance and long-term brand-building growth.

“We’ve been quietly preparing for this moment, and it couldn’t be at a more important time in the industry,” Mish says. “Unifying five mid-sized agencies into one operating unit will give us the agility, expertise and ability to innovate at the pace required to make a meaningful impact on our brand partners.”

As one agency with a diverse suite of capabilities, Amp can more easily and efficiently connect brands with their target audiences across every single touchpoint of the marketing funnel.

Combining what Mish calls “some of the best talent from the best markets,” with a robust suite of capabilities, the new Amp will be able to compete with some of the most influential agencies in the digital brand management space. 

“We’re ready to make our mark with creative, media and technology at our core, and AI-driven work about to hit the market,” he says. 

The new Amp’s capabilities include: brand development and design; creative solutions across media, including digital, social and video; data analytics; product experience, including UX, UI and tech development; experiential marketing; media and performance; social, PR and influencer marketing; and strategy and insights. 

“Coming together as a fresh new brand and dynamic growth offering is the clear next step to provide a seamless experience for our clients, who are increasingly under pressure to grow through today’s challenging business environment,” says Lisa Hurst, Amp’s Chief Client Officer and former executive vice president of marketing and strategy at Upshot. 

The combined entity will continue to operate from existing locations in New York, Boston, Chicago, Los Angeles, San Francisco and Seattle.