• by Fern Siegel , Yesterday

Global creative agency Amplify is expanding its senior leadership in the U.S. 

The agency, based in New York and Los Angeles, has named Ed Hallam as executive creative director, Lavinia Keller creative director, and Mark Waters business director. The trio will enlarge Amplify's creative footprint in America. 

Hallam, an agency vet, has worked on key brands for Amplify, including Nike Air Max Day and Revolut’s Join the Revolutionaries. He reports to Jeavon Smith Global CCO.

Hallam has also helped build Amplify Futures, the in-house creative tech incubator. 

"Every team needs someone who can raise the bar while bringing people with them, and for us that person is Ed,” said Smith. “An individual who will lead with empathy, champion the craft and push the studio to new heights."

Keller, who previously worked at Google Creative Lab and as an associate creative director at De-Yan in New York, will enhance the creative team. She helped launched Google’s first AI Gemini and develop Meta's global experiential touchpounts, as well as first U.S. retail stores.

The final new member, Waters has 10 years of experience in brand strategy and experiential marketing, having worked with Verizon, Nike, Airbnb and DirecTV.

Zoe Lewis, partner at Amplify US., said the hires reflect “the momentum in the region and our ambition to set new creative benchmarks.”  

(Photo: Mark Waters, Lavinia Keller and Ed Hallam)