Zillow Sends Digital to AMP Agency

By Erik Oster 

Online real estate and rental marketplace Zillow selected AMP Agency as its lead digital agency, following a review led by Washington-based business management consultancy Mercer Island Group.

“The AMP Agency team is the right digital agency at this critical point in time for the Zillow Group,” Mercer Island Group Robin Boehler said in a statement. “They bring exceptional technical expertise, strong strategy and creative capabilities, and are the perfect culture fit for this innovative market leading client.”

The review process lasted around four months, according to a press release. Sources with knowledge of the review say five unspecified agencies participated.


AMP Agency’s responsibilities will primarily focus around customer experience strategy, design and personalization.

The current iteration of AMP Agency came to fruition in 2018 with the consolidation of Boston-based AMP Agency, launched in 1994, Los Angeles shop Blitz digital, Seattle experiential agency 206Agency and Austin-based digital media and analytics company Adlucent under the AMP Agency banner. Last year, AMP Agency was named to Adweek’s inaugural Fastest Growing Agencies list.

“Zillow is in the midst of a significant, transformative chapter in our company’s history as we move to make it easier for people to buy, sell, rent and finance homes,” Zillow Group CMO Aimee Johnson explained in a statement. “The customer is our North Star and the AMP team has a proven track record of delivering creative and meaningful customer experiences, all while working in complex and evolving conditions. We’re excited about what our new partnership can achieve, together.”

“Zillow has committed to dramatically expanding their business and creating innovative customer offerings going forward, which is why we sensed a natural fit early in the process of earning this account,” AMP Agency CEO Gary Colen added. “It is an exciting time to be working with Zillow as we support their formidable business goals.”

The news follows Zillow appointing FIG as its lead creative agency last month. Zillow spent $124 million on marketing in 2018 and nearly $73 million in the first nine months of last year, according to Kantar Media. The brand previously worked with Deutsch on creative.