Amplify names Hayley Finmore as Group CFO and Board Member


Amplify, the independent global creative agency that specialises in experience, entertainment, and culture, has appointed Hayley Finmore as its Group Chief Financial Officer.

Hayley Finmore

Finmore joins from Uncommon, where she was the Group Director of Finance for five years and oversaw exponential growth including in 2023 when Havas took a majority stake.

Prior to this, Finmore’s background spans the creative, media, comms and experience worlds with stints at 72andSunny, Mediacom, Mindshare, Havas and Freud Communications.

The appointment comes following a period of sustained global growth for the London-founded agency, which established offices in LA, New York, Paris, and Sydney. Business experience specialists Wonder and youth marketing agency Seed have also joined the fold.

Finmore’s focus will be using her wealth of knowledge and experience as Amplify continues to grow globally.

Following a transition period Finmore will take over the role from current CFO Neal Southwell, reporting to Chair Anton Mercier and Founder and Global CEO Jonathan Emmins.

As a founding partner, the success of Amplify remains Southwell’s prime focus, and he will remain a Director and Board Member.

As the business develops, Southwell will provide support and focus on special areas, enabling it to continue to benefit from his extensive commercial experience.

Amplify saw 14.9% growth in 2023 and added 27 new clients to their roster, including Abercrombie and Fitch, Audermars Piguet, Just Eat, CHANEL Beauty and SONOS.

Amplify was awarded The Drum’s Independent Agency of the Year and, with an ongoing commitment to ‘leading with responsibility’, gained global B Corp status.

Jonathan Emmins, Founder + Global CEO at Amplify, said: “As an agency born out of creative frustration, we were resolute: Amplify was never going to be bigger than 10 people. Then 15. We finally stopped making hollow statements around 25 people…

“The team now numbers over 200 globally, with a client list we could only have dreamed of, but Amplify remains as committed to creativity as ever. Individually and collectively, our creative ambition continues to grow.

“When we were introduced to Hayley, it was an immediate meeting of minds, sharing a belief that in the best agencies, creativity, culture, and commerciality work hand in hand.”

Finmore said: “From reputation to first meeting, I knew that Amplify was somewhere I wanted to be. As an agency, Amplify’s ambition, approach and energy shine through as it continues to build its reputation and footprint globally.

“Moreover, as a new ‘home’ it was important I share beliefs with the agency and the global leadership teams. Amplify’s ongoing commitment to embracing change and innovation, with a focus on culture, creativity and purpose, was a deciding factor.

“Over the last few years, I’ve perfected the art of building a financial reporting landscape which is rigorous yet agile and scalable, and will leverage those skills to help Amplify continue to grow and thrive.”