Independent media agency Half Dome has been appointed to manage performance media for Amplify, a not-for-profit community empowerment platform founded by Paul Bassat, co-founder of SEEK and Square Peg.

The Commbank-backed organisation is chaired by Bassat, with former NSW Department of Education Secretary Georgina Harrison at the helm as CEO, while former Medibank CMO Fiona Le Brocq has joined as chief marketing and community officer. The group aims to unite individuals from all walks of life to address pressing societal issues.

Amplify was launched in response to a survey of over 4,000 Australians, which revealed that 80% believe politicians prioritise winning votes over developing sound policies, and 84% wish to be more involved in policy decisions. The platform's partnership with Half Dome is expected to broaden its impact in fostering public conversations on these issues.

"We are immensely proud to partner with Amplify. Their commitment to harnessing diverse perspectives and driving public engagement aligns perfectly with our mission to deliver impactful media strategies that resonate deeply and broadly," said Co-Founder and Head of Growth and Digital at Half Dome, Joe Frazer.

Chief Marketing and Community Officer at Amplify, Fiona Le Brocq, said: "At Amplify, we are committed to finding the uncommon ground on issues Australians care about most, and Half Dome's expertise in media strategy will be pivotal in elevating our platform's reach and impact. Together, we are poised to bring transformative ideas to the forefront of national conversation."

Half Dome, established in 2017 by Tom Frazer, Joe Frazer, and William Harms, offers services across Paid Media planning and buying, SEO, and performance creative production. The agency's clientele includes The Good Guys, 28 by Sam Wood, Petspiraton Group, Ego Pharmaceuticals, GMHBA, Ecosa, Vitasoy, and the Melbourne Racing Club.

The agency has received several awards and recognitions, including the 2020 Deloitte Technology Fast 50 Australia awards, the Microsoft Retail Team of the Year 2022 (APAC), and the Google Premier Partner Brand Awareness Award 2022. It has also ranked in the top 5 in the AFR BOSS Best Places to Work for three consecutive years.

This partnership marks a significant step for both Half Dome and Amplify, as they strive to create a more engaged and informed public discourse on societal issues that matter most to Australians.