Lucinda O'Brien and Domenic Scriva.
Creative agency Amplify has promoted Lucinda O’Brien to strategy director and hired Domenic Scriva for the newly created role of culture executive.
O’Brien returned to Amplify Australia after a year-long break where she focused on brand strategy. Prior to this, she spent more than five years in Los Angeles working at Zehner (now The Stable), first as brand strategist and then senior brand strategist.
The strategy director role leads the vision of Amplify’s strategy offering across APAC and is responsible for the agency’s overall strategic output.
Scriva is new to the marketing industry and comes from a creative background as a trained performer and writer.
The culture executive role is responsible for the in-depth research and knowledge of trends and talent in the cultural space. Primarily sitting within the Strategy department, Amplify’s Culture Executive supports all facets of the business, spanning strategy, creative, marketing and delivery.
Amplify's global chief strategy officer, Dan Minty, said as the agency's strategic offering in Australia continues to evolve, so does the team that leads it.
"Lucinda has elevated the overall output of Amplify’s brand work in Australia and strengthened our ability to authentically connect brands in culture," he said.
"Her promotion to strategy director is a reflection of her impact on the business, a strategic rigor that allows us to deliver exciting, resonant work. Additionally, as our strategic offering has diversified and our work in culture continues to deepen, the creation of the Culture Executive role was a natural evolution of the team, for which Domenic was the perfect fit.”
O’Brien said it's an exciting time to be back with Amplify this year, leading the strategic offering here in Sydney.
"As we expand our reach with more campaigns and brand experiences across APAC, the common thread uniting our work remains clear – reaching audiences through culture and breaking formats whenever possible," she said.
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