4 Shops Consolidate to Form Boston-Based AMP Agency

By Patrick Coffee 

Four companies located across the U.S. have agreed to consolidate and become AMP Agency, a marketing network focused on delivering “the new ‘all touchpoints’ Holy Grail” to clients.

L.A.’s BLITZ digital and Seattle experiential shop 206Agency will roll into the pre-existing AMP Agency, which has existed since 1994 and initially targeted college students; it currently maintains offices in Boston and New York. The group will also encompass Adlucent, a digital media and analytics company based in Austin, Texas.


The four entities are all part of Advantage Solutions, a privately owned agency network focusing on retail and ecommerce clients.

AMP handles a range of work for clients such as Facebook, Amazon, LinkedIn and Maybelline New York that stretches from retail activations and CRM to influencer campaigns and assorted “marketing ecosystems.”

AMP agency CEO and co-founder Gary Colen will lead the new organization, which employs more than 300 across its five offices.

“While we have been collaborating behind the scenes for several years, by more fully integrating, we have the ability to affect change seamlessly at every touch-point of the customer journey,” Colen said. “Under one roof, communication flows without barriers, and our teams connect in real time, modifying creative or media placements to respond to campaign performance and driving campaigns better results for our clients.”