Amp Unifies Five Specialized Agencies Into one Integrated Company

By Kyle O'Brien 

A new agency, Amp, has now launched, unifying five specialized agencies: Amp Agency, Upshot, Hatch, Genome and SmallTalk.

The merger responds to the growing demand from agency clients to demonstrate both short-term marketing performance and long-term brand-building growth. Amp is now poised to forge deeper connections between brands and their audiences, connecting digital and physical touchpoints across the entire marketing funnel, according to the agency.

“This unification of five specialized agencies enables the new Amp to deliver creative, media, and digital/technology solutions for the modern marketplace. Amp is poised to unleash potential, deliver impact and transform brands through innovation and surprise,” Michael Mish, president of the newly formed Amp told ADWEEK.


Mish added that unifying five mid-sized agencies into one operating unit will give Amp the agility, expertise and ability to innovate at the pace required to make a meaningful impact on brand partners, bringing together top talent from the best markets. The new structure elevates Amp’s client service capabilities, enriches agency culture and broadens career opportunities within the firm.

The combined entity will continue to operate in New York, Boston, Chicago, Los Angeles, San Francisco and Seattle, while supporting a flexible workplace that allows employees to determine their workplace situation while providing office space in key agency markets.

Mish will serve as president of Amp. He will continue his role in developing a multiyear diversity, equity and inclusion strategy, promoting employee resource groups, training programs, talent benchmarks, and policy recommendations.

Lisa Hurst, formerly evp of marketing and strategy at Upshot, will be chief client officer, optimizing client delivery and success, managing collective organic revenue and supporting growth initiatives.

Michael Mish, president, and Lisa Hurst, chief client officer, will help lead the newly formed Amp.

Michael Rivera, formerly Upshot’s executive creative director, will serve as chief creative officer, focusing on unifying the creative departments and studios nationwide.

In addition, Doug Grumet will serve as general manager, Matt Fitz-Henry as chief innovation officer and Andie Jewett svp, business development.

“Coming together as a fresh new brand and dynamic growth offering is the clear next step to provide a seamless experience for our clients, who are increasingly under pressure to grow through today’s challenging business environment,” said Hurst.

Services offered by the new Amp are: brand development and design; creative solutions; data analytics; product experience, including UX, UI and tech development; experiential marketing; media and performance; social, PR and influencer marketing; strategy and insights; and commerce.

“We consolidated under Amp, which speaks to our legacy and evolution. We’re capturing the continual shift in creative and cultural momentum, and our movement is this dynamic new positioning of unleashing potential and delivering impact,” said Mish.

The agency made a video to announce the merger.

AMP Hype Video from AMP Agency Video on Vimeo.

The merger is complete and there was no third-party mediator involved in the process. As for the agency’s new business approach, Amp can immediately go to market and compete through its integrated solution, according to Mish.

A new website and logo are now live for the agency, which works with companies including Google, Meta, BF Goodrich and Starbucks, among others.