MurphyCobb launches Amplify to transform advertising production
Helping global brands turn emerging technology into measurable production impact.
YFM portfolio company MurphyCobb has launched Amplify, a new production innovation and transformation business designed to help global brands turn emerging technology into measurable production impact.
Advertising production is changing rapidly. Brands are under pressure to create more content, more quickly and across a growing number of platforms, while technologies including AI, automation, digital twins and virtual production continue to develop.
Amplify will help clients identify where these technologies can create genuine value, test them in real production environments and embed the solutions that work.
Its approach extends across the entire content lifecycle, from planning and creation through to adaptation, delivery and optimisation. By developing validated and scalable production workflows, Amplify aims to improve efficiency, cost, speed and quality while helping clients build the governance and operating models needed to use new technologies effectively.
Central to the new business is MurphyCobb’s independent, vendor-neutral approach. Amplify will select technologies and partners according to each client’s needs, rather than being tied to a particular platform or technology stack.
Led by General Manager Francisco “Chico” Lima, Amplify combines MurphyCobb’s more than 20 years of production expertise and intelligence with a global network of emerging-technology companies and specialist practitioners.
Adam Milner, Portfolio Director at YFM, said:
Adam Milner, Portfolio Director at YFM, said: “The launch of Amplify is a strong example of MurphyCobb combining its deep production expertise with a clear understanding of where the market is heading.
“It gives clients a practical and independent route through a fast-changing technology landscape, while creating an important new growth opportunity for MurphyCobb.”
Find out more about Amplify from MurphyCobb.