Global creative agency Amplify has made two new appointments to its Australian team, promoting Lucinda O’Brien to the role of Strategy Director and hiring Domenic Scriva as the agency's first Culture Executive.

O’Brien returns to Amplify Australia after a year-long break, during which she focused on brand strategy. Prior to her hiatus, she spent over five years in Los Angeles working at Zehner (now The Stable), initially as a brand strategist before moving up to senior brand strategist. As Strategy Director, O’Brien will leverage her expertise to help brands strategically connect with audiences through culture, leading the vision of Amplify’s strategy offering across APAC and overseeing the agency’s overall strategic output.

"As our strategic offering in Australia continues to evolve, so does the team that leads it. Lucinda has elevated the overall output of Amplify’s brand work in Australia and strengthened our ability to authentically connect brands in culture. Her promotion to Strategy Director is a reflection of her impact on the business, a strategic rigour that allows us to deliver exciting, resonant work," said Global Chief Strategy Officer at Amplify, Dan Minty.

"It's an exciting time to be back with Amplify this year, leading the strategic offering here in Sydney. As we expand our reach with more campaigns and brand experiences across APAC, the common thread uniting our work remains clear – reaching audiences through culture and breaking formats whenever possible," said O'Brien.

Meanwhile, Domenic Scriva, a trained performer and writer with a creative background, steps into the newly created role of Culture Executive. This role is responsible for in-depth research and knowledge of trends and talent in the cultural space, supporting all facets of the business spanning strategy, creative, marketing, and delivery.

"Additionally, as our strategic offering has diversified and our work in culture continues to deepen, the creation of the Culture Executive role was a natural evolution of the team, for which Domenic was the perfect fit," Minty said.

It comes after the recent hiring of Steph Balme and Kate Boekhorst as Business Directors. Amplify, specialising in experience and culture, has a client roster that includes brands such as Google, Converse, Nike, Spotify, YouTube, PlayStation, Campari, and more.