Netflix appoints Amplify as creative agency partner; Initiative wins media account

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Netflix appoints Amplify as creative agency partner; Initiative wins media account

Netflix has appointed Amplify Australia as its lead creative agency and Initiative Australia as its media agency.

 

Gareth Davies, Managing Partner at Amplify Australia, expressed his enthusiasm about deepening the partnership with Netflix after collaborating on several campaigns since 2022: “Since first working together in 2022, Amplify has been thrilled to contribute to a number of impactful creative campaigns for Netflix Australia. You can only imagine the team’s excitement to continue this relationship in an ongoing capacity across 2025, as we look forward to creating ideas, revolutionising storytelling, breaking formats and building on Netflix’s important role in culture together.

“It was clear from our first meeting that both Netflix and Amplify place immense importance on contributing to culture, something that we can’t wait to start working on across the business’ range of world-class entertainment offerings.”

Jo McAlister, CEO of Initiative Australia, echoed the sentiment, highlighting the agency’s shared values with Netflix and its passion for sparking conversation: “To say the team are excited is an understatement. It’s been quite the start to 2025, and we are bursting to work with one of the world’s leading entertainment brands. We share many values with Netflix, one being the mutual ambition of sparking conversation, which connected us from the start of the pitch process. And of course, the team are long-term Netflix devotees; we had so much fun consuming content as we prepped for the meetings.”

With Amplify leading creative and Initiative overseeing media, the appointments signal a fresh strategic approach for Netflix in Australia as it continues to shape the entertainment landscape.