The freshly merged Amp agency, a full service operation that’s a fusion of five shops, aims to go after mid-market clients — just like every single holding company and fellow large-sized independent out there.
An assemblage of five agencies brought together back in March — the original and oldest at 30 Amp Agency, the similarly aged Midwest creative shop Upshot, Genome, and SmallTalk, both of which specialize in UX and UI work, and Hatch — the merged Amp is owned by Advantage Solutions, which generated $4.2 billion in revenue in 2023.
The five agencies operate under one name and P&L, explained Doug Grumet, the agency’s evp and general manager and a veteran of the holding company world thanks to time spent at Publicis and Dentsu. Grumet helms the day-to-day operations under president Michael Mish.
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