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# Uncut with Jonathan Emmins, Founder & Global CEO of Amplify
- URL: https://www.thesubthread.com/uncut-with-jonathan-emmins-founder-global-ceo-of-amplify/
- Published: 2026-07-14T09:52:17.000Z
- Updated: 2026-07-20T14:14:32.000Z
- Description: This episode of the agency leadership series Uncut sees The Subthread sit down with Jonathan Emmins, founder and global CEO of Amplify. He unpacks what it takes to run a global creative agency that builds worlds for global brands and still feel, in Jonathan’s words, “like a kid in a sweet shop.”
- Author: Alex Zeevalkink
- Tags: Creativity, #Podcast, Uncut, Brand Building

[YouTube](https://www.youtube.com/watch?v=yE3B4xJrPj0&t=1623s&ref=thesubthread.com) | [Spotify](https://open.spotify.com/episode/6BYLKhSDBvhpHhvrqPa9xU?si=CUGm7w%5FFRKiTFKlbZQCWWw&ref=thesubthread.com)

Founded in 2008, Amplify has grown from a small London outfit into a 250‑person, multi‑office agency with studios in London, Sydney, Paris, LA and New York and sibling agencies Seed and Wonder. 

Known for experience, entertainment and culture, Amplify has made a name for itself through its Cannes beach builds for the likes of Google, Pinterest and Semrush, its Milan Design Week installations, Women’s World Cup campaigns and elaborate anime premieres.

In this episode of Uncut – recorded at the Common Interest villa among the build crews on the Riviera – Jonathan talks to The Subthread's editor-in-chief Alex Zeevalkink about scaling without losing edge, why co‑creating with communities still wins, and how he’s thinking about the next phase after joining the Common Interest collective.

He shares the story of how Amplify went from Red Bull, Nike and PlayStation projects to a global roster of tech and entertainment clients, why he’s obsessed with “breaking formats” and the danger of having a house style.

Along the way, they talk about the realities of creative leadership as you grow: how you keep Cannes‑level production standards while giving people room to experiment; and how B Corp accreditation, over‑recruiting under‑represented talent and backing initiatives like Elevate, Brixton Finishing School and Milk Honey Bees are all part of “passing the baton on” to the next generation.

To see more interviews with leaders from across a range of agencies and to find out how they grow, motivate and innovate their teams, [check out The Subthread's Uncut series](https://www.thesubthread.com/tag/uncut/).