Amplify doubles down on key content and operations roles


Anita Nair Osborne has joined Amplify, the global creative agency specialising in experience and culture, as Head of Content Production and Alex Smith has been promoted to Head of Operations.

Osborne (left, main pic) will be working with clients such as Airbnb, Epic Games, Google, Lego, Nike, PlayStation and Prime Video.

Anita Nair Osborne

Joining from Engine, where she was Head of Production, Osborne brings 20 years’ experience to her new role at Amplify. 

She has consistently produced cutting edge content, working at top UK agencies including Anomaly, Mother and BBH.

As Amplify builds on an expanding client portfolio and continues to grow its global creative content remit Osborne’s role will see her expanding and delivering against the agency’s vision. 

Amplify’s recent work spans everything from Dr Marten’s ongoing ‘Tougher than You’ content series to Mitsubishi’s latest TVC, and from Nike’s SNKRS Day 8-hour live broadcast to pioneering anamorphic CGI for the latest chapter of Fortnite. 

Notably, Amplify’s multi-channel production prowess was demonstrated with the highly awarded global ‘Play Has No Limits’ for the launch of PlayStation 5, blurring the lines between experience, OOH and content across 24 global cities and landmarks, shot, edited and shared on social channels within 6 hours.

Jonathan Emmins, Founder and Global CEO at Amplify said: “Anita was the standout from a really diverse and high standard of candidates. 

“From her roots shooting music videos for the likes of So Solid Crew to leading 360 campaigns featuring Helen Mirren for L’Oreal, Anita’s extensive knowledge and experience with content production ensures our talented and expanding team has the guidance it needs.

“This will enable us to continue to take our clients on ever more exciting journeys and even more ambitious projects. 

“Anita’s a great fit and we’re lucky that she’s chosen to call Amplify home”.

Alex Smith

In parallel, Alex Smith (right, main pic) has been promoted to Head of Operations and joined the UK Management Team. 

Smith will be responsible for London operations and play a key role in the continued expansion of the group and its global offices.  

Smith joined Amplify in 2019 as Head of Live, overseeing the management and execution of the agency’s output. 

Her previous roles include Creative Operations Director, where she played an instrumental role in leading the operational set-up for Amplify’s LA office in 2020.

Smith began her career working in theatre before spending over a decade working in brand experience and creative marketing for big-name clients, including AIG, Disney, Formula E, Hyundai and Netflix. 

Before moving into the operational management side of the business, Smith managed projects and teams at Jack Morton, HEART Productions as well as Amplify.