Netflix has named Amplify Australia as its lead creative agency and Initiative Australia as its media agency, strengthening its strategic approach in the Australian market.
Gareth Davies, Managing Partner at Amplify Australia, expressed excitement about extending the partnership after collaborating on several campaigns since 2022:
“Since first working together in 2022, Amplify has been thrilled to contribute to a number of impactful creative campaigns for Netflix Australia. 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, revolutionizing storytelling, breaking formats, and building on Netflix’s important role in culture together.
“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 explore across the business’ range of world-class entertainment offerings.”
Jo McAlister, CEO of Initiative Australia, shared similar enthusiasm, emphasizing the agency’s alignment with Netflix’s values and passion for sparking conversations:
“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. 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.”
With Amplify driving creative and Initiative overseeing media, Netflix’s latest agency appointments mark a bold step in shaping the entertainment landscape in Australia.
