Amplify Names Johanna Worth as Its Global Head of Luxury

Amplify, the global creative agency, specialising in experience and culture, has named Johanna Worth as its global head of luxury, with a brief to continue building its credentials in the luxury space as well as manage relationships with existing clients in the sector.

She reports to Lee Avery, global chief operating officer, and will work with teams across the entire Amplify network in London, Los Angeles and Sydney.

The appointment marks Johanna’s return to the agency world, having run her brand strategy and matchmaking consultancy, Worth Connections, since 2021. Prior to that she was executive vice president of Mazarine Group, a global creative agency specialising in luxury brands.

During an advertising career that has included setting up an agency office in the US, Johanna has worked on luxury and premium brands, including Dior, Chanel, Hennessy, Cartier, DKNY and Calvin Klein. In 2012 she joined Mazarine as the managing partner and client lead for brands such as Valentino Fragrances, Bucherer, Sanlorenzo Yachts and Salvatore Ferragamo, handling advertising, digital activations and brand experiences. Prior to this, Johanna co-founded and was managing director at luxury agency Mille Noï, helping Paco Rabanne’s 1Million fragrance to become an international best seller. Johanna began her advertising career at Young & Rubicam France and was also a guest lecturer at HEC Business School.

“18 months ago, I couldn’t see myself going back to the agency world,” said Johanna. “But the fantastically talented, passionate and culturally connected team at Amplify is the perfect example of why you should never say never. I’m so happy and proud to be joining, and excited to build on Amplify’s consistently brilliant luxury work.”

Jonathan Emmins, founder and global CEO at Amplify, said, “The luxury category is going through an intense and exciting period of transition. Consequently, it is one of the most exciting and progressive spaces for Amplify to work in. As demonstrated through our collaborations with brands including Cartier, LVMH and Porsche, we know audience expectations have evolved. Our clients in the luxury space are coming to us to better understand how to connect or reconnect with their audiences - whether through culture, breaking tired formats or building worlds through more connected storytelling. 

When we met Johanna, it was a real meeting of minds. Her combination of enthusiasm and experience make her the perfect leader to take this momentum forward and help our growing list of luxury clients deliver truly category defining work”.