Agency Amplify has bought a parity stake in Seed, a marketing agency that aims to help brands target a student audience. The deal intends to bolster Amplify's youth credentials, whilst offering Seed an enhanced opportunity for growth on a global scale.
The two agencies will continue to operate as two independent businesses, but will be able to work in conjunction with one another when appropriate. The new ownership structure formalises a partnership that has already been underway for two years, and within that time Seed has doubled in size and tripled its turnover.
Under the new ownership deal, Seed will be able to further its global offering by following Amplify's international growth – 60% of Amplify's activations now take place overseas.
Seed has previously worked with , and Nike.
Jonathan Emmins, founder of Amplify, said: "Amplify is always looking to support, develop and invest in best-in-class talent and partners because we believe and know that the next mind-blowing ideas can come from anywhere. After being introduced to Celia it was clear there’s a real meeting of minds between Amplify and Seed. Their audience-driven and collaborative campaigns are genuinely influential and very of-the-moment, offering a true alternative to more traditional and out-dated approaches and routes.
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