SYDNEY, AUSTRALIA — Continuing in its growth phase, global creative agency Amplify has promoted Lucinda O’Brien to Strategy Director and hired Domenic Scriva for the newly created role of Culture Executive.
Lucinda returned to Amplify Australia recently after a year-long break, during which 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 a brand strategist and then as a senior brand strategist. As Strategy Director, she will empower brands to connect strategically with audiences through culture. She has over eight years of strategy experience, working across integrated campaigns and brand development.
The Strategy Director role leads the vision of Amplify’s strategy offering across APAC and is responsible for the agency’s overall strategic output. Since recently returning to Amplify, Lucinda’s impact on agency vision and client work has been described as “instant.”
Domenic is new to the marketing industry and has a creative background as a trained performer and writer. His passion is for staying culturally connected through lived experience and research. He is fuelled by curiosity and a love of culture. He also understands the importance of nurturing talent relationships for brands.
The Culture Executive is responsible for 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.
Dan Minty, Global Chief Strategy Officer at Amplify, said, “As our 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. 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.”
Lucinda shared, “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.”
With Lucinda’s promotion and Domenic’s appointment, Amplify is elevating its strategy offering —including the recently launched Australian-curated “Beyond the Horizon,” a Culture Briefing report exploring brand marketing’s next frontier: outer space. Amplify’s global Culture Briefings initiative is a series designed to help brands stay up to speed on developments in the cultural spectrum worldwide.
The new roles follow the recent appointments of Steph Balme and Kate Boekhorst as Business Directors, further reflecting Amplify’s accelerated growth and business momentum.
