Amplify promotes Lucinda O'Brien to strategy director and hires Domenic Scriva as culture executive

Amplify has promoted Lucinda O’Brien to strategy director and appointed Domenic Scriva to the newly created role of culture executive.

O’Brien returns to the creative agency after a year break where she focused on brand strategy. She recently spent more than five years in Los Angeles working at Zehner (now The Stable), as brand strategist and then senior brand strategist.

The strategy director role aims to lead the vision of Amplify’s strategy offering across APAC and is responsible for the agency’s overall strategic output.

As strategy director, O’Brien will empower brands to strategically connect with audiences through culture, working across integrated campaigns and brand development.

Scriva is new to the marketing industry and comes from a creative background as a trained performer and writer. His passion is for staying culturally connected through lived experience and research, and he understands the importance of nurturing talent relationships for brands.

As culture executive, he will be 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.

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."

O’Brien said of her promotion: "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."

Along with O’Brien’s promotion and Scriva’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 across developments in the cultural spectrum all around the world.

See also: Amplify & Australian Space Agency launch ‘Beyond the Horizon’ report

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Top image: Lucinda O'Brien and Domenic Scriva