Netflix Australia Names Amplify as Lead Creative Agency

Netflix Australia has appointed Amplify Australia as its lead creative agency for 2025, strengthening a partnership that has been in place since 2022.

Gareth Davies, managing partner of Amplify Australia, said the agency has contributed to a number of impactful campaigns for Netflix.

“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,” Gareth said.

“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.”

Tony Broderick, director of marketing for ANZ at Netflix, added, “We've loved partnering with Amplify on campaigns [for] Heartbreak High, Emily in Paris, and Leave the World Behind.

“Each idea has been unique, and we're excited to make them our lead creative agency for 2025. Together with a village of production partners, we can't wait to tap into their creativity, agility, and cultural passion to spark conversation and delight our members even more.”

Amplify was appointed alongside Netflix’s new media agency Initiative, which beat out incumbent Wavemaker.

Jo McAlister, CEO of Initiative Australia, said to say the team is 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,” Jo said.

“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.”

Netflix has recently worked with agencies Akcelo and Jack Nimble on various local campaigns, and increased its presence in the Australian market with recent campaigns including Bridgerton in Bowral and Upside Down Down Under Emergency.

The company reported a 15% increase in revenue to US$9.82 billion for the September quarter.