weareamplify.com
Welcome to our first impact report.
It has always been important to us to think and act responsibly to help build a viable future for people and the planet. And 2024 was no diferent.
The year saw us launch three new specialisms which explore the latest trends in worldbuilding, storytelling, collaborations and innovation. Through Co.Labs, FUTURES and Of-Script, we understand how worldbuilding can truly resonate through the stories that we tell, the partners we collaborate with and the innovations that will shape our worlds. We expanded our agency network welcoming Problem Child into the family. And we continued to lead from the front, positively representing our industry across topics including the importance of building a supportive work environment for all employees and pushing ourselves to do hard things, the challenges the world of sustainability faces and some optimism around the Climate Crisis.
Since becoming a Certifed B Corporation™ in October 2023, our responsibility positioning, developed by our Chief Strategy Ofcer Dan Minty and Head of Responsibility and Impact Jennie Mossman, has helped us to focus on ways we can better our working practices and output across the agency, providing a strategy to hold ourselves accountable. It ensures we aren’t reverting to the status-quo or easiest decision. Instead it provides a framework to focus on opportunities that unlock solutions and reduce our environmental footprint, whilst amplifying our positive impact on broader social and cultural possibilities.
More and more we are fnding our clients, suppliers and the audiences we are speaking to increasingly seeking solutions to be able to make the more responsible decisions, as well as becoming more savvy at spotting disingenuous claims. At Amplify, we feel passionate about not ‘force ftting’ purpose-led messaging, and after going through the B-Corp process we have been able to determine ways to embed it authentically across all facets of the business. Embedding it into long-term planning to ensure we are sharing our successes and challenges transparently and with integrity.
This report ofers a snapshot of our last 12 months, highlighting our key successes across our three responsibility missions, as well as areas of focus and improvement for 2025. It’s the combination of this work, accountability, and our belief that we are ‘always a work in progress’ that led to our B-Corp certifcation - something we are incredibly proud of and is very much a marker of our ongoing journey for improvement.
We hope you enjoy the read.
Jonathan Emmins, Amplify founder x
We lead with responsibility.
Everyone at Amplify signs up to our responsible business statement, agreeing to adopt considered, conscious decision making to create ideas that move culture forward with positive and long-lasting impact.
Our work-in-progress mentality means we aim to improve the impact we have on our people, the wider cultural landscape our work exists within and the planet we live on.
Questioning the little things every day to constantly innovate and fnd the inch of improvement that adds up to something bigger.
Find out more info here.
PEOPLE MISSION
Connect with, enable and champion talent, from all walks of life.
Create inspiring, representative and considered work that has a positive impact with culture.
Challenge the status-quo to make more informed sustainable decisions as standard.
A note from Jennie, our Head of Responsibility and Impact:
We frst embarked on the B-Corp journey pre-Covid with the assessment process ofering us a framework to solidify a lot of the work we were already doing as a business, as well as help us to set ourselves internal goals and areas of focus. For us, we never wanted our BCorp Certifcation to simply be a badge and that’s why we never want to promote it like one; instead we see it as a validation of the work that we were already doing and a step on the journey of where we want to progress and develop to, rather than the conclusion.
We are super proud to have certifed with 97.4 points. Getting the recognition for the work we are and continue to do as an agency was a real boost.
This report focuses on our commitments to all our stakeholders across our People, Cultural and Environmental missions. Each of our missions includes specifc actions aligning with the B-Corp Impact Assessment areas. These are connected to tangible key performance indicators (KPIs) that are measured and monitored as part of our action plan to help transition our practices across our business operations, client projects and employee behaviours.
2024 highlights
IT’S IMPORTANT TO CELEBRATE OUR SUCCESSES…
People Mission:
CONNECT WITH, ENABLE AND CHAMPION TALENT, FROM ALL WALKS OF LIFE.
Learning & development.
We know the importance of providing development opportunities for our team. Whether that’s through annual development planning sessions, external professional training days, hands-on skilled-based training, attending industry events, volunteering or
CORE JOB, SKILLS BASED TRAINING
We welcomed two new team members as part of our New Wave programme that aims to recruit young people with passion, potential, life experience and enthusiasm, rather than cations. It’s one of the ways we are working to get more under-represented talent into our industry, providing them with a cross department experience and hands-on training. We know that to achieve overall change in our agency and the industry, we must prioritise disrupting the talent pipeline to ensure everyone has
New policies.
As part of our continual review of our benefts and policies, we introduced a three new policies in 2024 including:
- Neurodiversity: developed to ensure there is a level of awareness and education across the agency on neurodiversity, and to ensure employees who are neurodivergent understand the support available to them
- Multiple birth: an amendment to our primary carer policy provides two extra days leave per month on return to work until the babies’ frst birthday to use on childcare support.
- Responsible travel: an amendment to our holiday policy enables our team to earn additional annual leave to compensate for them travelling more responsibly than high-impact air travel.
Employee Resource Groups (ERGs).
Our ERGs are organised around shared characteristics, interests, or life experiences, such as race, ethnicity, gender, LGBTQ+ identity, disability status, or parental status. They are designed to be voluntary and without obligation, serving primarily as a support network for employees to connect, share experiences, and foster a sense of community.
Continued to support D&AD Shift with our Australian creative team - a free night school for self-made creatives without a university degree who want to enter the commercial creative industry.
Hosted two gender equity workshops. The sessions looked at the gender inequality status in and out of the workplace, the challenges both women and men face, and encouraged discussions and ideas on how we can continue our journey on gender equity.
Cultural Mission:
CREATE INSPIRING, REPRESENTATIVE AND CONSIDERED WORK THAT HAS A POSITIVE IMPACT WITHIN CULTURE.
Clean Creatives pledge.
Since 2022, fossil fuel companies have rolled back their commitments to clean energy, making clear statements they will continue focusing on polluting products and revenue instead. Research shows that "no oil and gas companies have plans in place to phase out fossil fuels”. Clean Creatives is a movement of advertisers, PR professionals, and clients cutting ties with fossil fuels. In 2024, Amplify signed the Clean Creatives pledge showing our commitment to not to work for fossil fuels polluters, believing this is the best way to show we are committed to a sustainable future for the creative industry.
New charity partners.
Our UK team announced their new charity partner: Young Urban Arts Foundation (YUAF). YUAF aims to create a world where young people are seen, heard and celebrated. The team committed over 30 hours of volunteering to support them with content creation and running workshops and raised money throughout the year through our charity hikes. The team are also working with YUAF to establish a crossdepartment workforce development training programme to connect incredible young talent into our industry launching in 2025.
Client screening tool and disclosure.
As part of our commitment to transparently demonstrate climate leadership, our Client Disclosure Report (CDR), showcases the industries our clients operate in and Amplify’s annual revenue with each of these clients. Below showcases our largest clients globally, and highlights any potential climate conficts or controversies in red. Our full CDR is available on request.
Other highlights.
Our Australian team spent a day volunteering with Thread Together, a charity that collects end-of-line brand new stock from fashion retailers and distributes them to people in need. The team spent the day in their Sydney warehouse picking and packing orders ready to be sent out. By partnering with charities such as Thread Together it helps our team better understand the complex nature of the apparel and fashion industry whilst also supporting the charity to reach its milestones.
Supplier Code of Conduct
Launched our Responsibility Code of Conduct asking all our suppliers to commit to key milestones including completing our supplier audit, agreeing to our Environmental Memo and provide data for our measurement and reporting on projects.
Purpose Disruptors collaboration
Two of our creative team joined the frst ‘Agency for Nature’ that brought young creatives from top UK agencies to channel their talents towards inspiring universal love for the most important client on Earth: Nature. Lisa Aoyama, Amplify London Creative, also joined the Purpose Disruptors advisory board.
Environmental Mission:
CHALLENGE THE STATUS-QUO TO MAKE MORE INFORMED, SUSTAINABLE DECISIONS AS STANDARD.
Measuring our operations.
We publicly support a 1.5oC future via Race to Zero aligning our targets to reach Net Zero emissions by 2050 at the latest across our entire business operations and client projects globally. We know in order to achieve and advance Net Zero targets, measurement is key. We carry out accurate and meaningful measurement with transparent reporting of our Scope 1, 2 and 3 emissions annually for all our global ofces using the ongoing learnings to inform our carbon emissions and waste reduction plans across our projects and business operations.
Measuring our work.
Gathering data has the power to transform behaviours and infuence the way our projects are delivered in the future. In 2024, we used carbon and waste measurement tools developed by industry leaders isla and AdGreen to gather this data to measure 60% of our all our UK projects in 2024. Our accurate and targeted measurement approach tracks data across the supply chain with transparent disclosure of results focusing on accountability and opportunities for continual improvement.
As a global business, we know we still have a long way to go. However reporting helps us to understand the endto-end scope of the impact of the business, as well as identify areas for greater scrutiny, make real-time changes where possible and undertake targeted, in-depth analysis where needed to aid future planning.
Environmental Memo
Launched our Environmental Memo providing on-site guidance for all suppliers covering waste, food and drink, transportation, travel, energy and measurement.
Climate Freak Workshop
Hosted a Climate Fresk workshop for 12 of the UK team to help build climate literacy through a collaborative, interactive game based on climate science.
Net Zero Reduction Roadmap
Used our 2023 Net Zero Reduction Roadmap to focus our eforts and compile clear goals and targets for short and mediumterm with the aim of bringing our 2050 goal sooner.
What’s next?
WE ARE ALWAYS A WORK IN PROGRESS
PEOPLE MISSION
Responsibility Roundups
We will run quarterly Responsibility Roundups for the team covering topics including climate science and literacy, responsible storytelling, inclusive decision and tools and resources to encourage responsible stewardship outside of the ofce. These are a continuation of sessions we kick-started in 2023 + 2024.
Expand our New Wave programme
We are launching New Wave 2.0 in the UK looking at new partnerships to ensure we are able to connect with young talent who would otherwise not have access to opportunities within the creative industry. Joining forces with our sibling agency Seed, we are exploring partnerships with Creative Access and our new charity partner YUAF.
Our Australian and US teams are also looking to establish their workforce development programmes most relevant to their markets.
Behaviours task force
We are launching Amplify’s House Rules developed by an internal task force set up in 2024. Our House Rules will act as a guiding pillar on what we expect everyone who works at Amplify to sign up to, allowing clearer opportunities for recognition and accountability.
CULTURE MISSION
Global supplier audit and engagement workshops
We strive for both our team and work to better represent the diversity of our society, our clients and their audiences. To do this authentically we need to look at all aspects of our work including those traditionally ‘behind-the-scenes’. The roll out of our supplier audit in the UK has already helped guide procurement decisions and have open and transparent conversations with our suppliers on topics including DEI, ethics, policies, industry initiatives and environmental commitments.
We will be running workshops with some of our key suppliers to further discuss environmental and social goals, open collaboration and share experiences.
Advertised Emissions
Our industry has a collective responsibility to address the infuence it has over purchasing and consumption decisions. Advertised Emissions, developed by Purpose Disruptors, aims to address this by providing a framework to help agencies measure the impact of their work. Alongside our client disclosure report, we will be working with Purpose Disruptors as part of the Advertised Emissions working group to help further develop the principles in particular for brand experience.
isla waste action group
In 2024 we joined isla’s action group focusing on waste measurement. Waste is traditionally an area we and the wider industry struggle to accurately measure, report and confdently, responsibly manage - by joining this action group we hope to contribute to collective industry knowledge sharing and change.
Increasing Climate Literacy
Understanding the climate crisis can be complicated and challenging. We want to empower our team to feel more confdent in understanding the challenges we are facing as a planet and ways we can all help do our part. We will be exploring Climate Literacy training options to roll out to our team globally.
Measure. Measure. Measure.
We recognise that delivering projects that truly respect planetary boundaries is a journey, and a journey with a map is a more certain one. We have set market specifc targets to measure more projects globally in 2025 following a decrease we experienced in 2024.
Scope 1 and 2 offsetting
We believe ofsetting through investment in carbon credits should not be used in place of making impactful changes that will genuinely reduce carbon emissions. However, where we encounter unavoidable Scope 1 and 2 emissions we are exploring the carbon credits prioritising carbon removals and nature based solutions.
