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Amplify formalises partnership with Seed in parity ownership deal

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By John Glenday | Reporter

July 6, 2017 | 3 min read

Brand experience shop Amplify has solidified its two-year long relationship with Seed by purchasing a parity stake in the student marketing agency.

Amplify, Seed

Amplify formalises partnership through parity ownership deal

Both marketing agencies will continue to operate as independent entities, however the deal will at a stroke provide Amplify with greater access to the student market while Seed will be able to take advantage of new international opportunities for growth.

The blossoming relationship between the two businesses was sparked by a chance recommendation from a mutual client, which led to a meeting of Amplify founder Jonathan Emmins and Seed founder Celia Forshew.

Emmins said: “After being introduced to Celia it was clear there’s a real meeting of minds between Amplify and Seed. Their audience-driven and collaborative campaigns are genuinely influential and very of-the-moment, offering a true alternative to more traditional and out-dated approaches and routes.

“Although we’ve been informally mentoring Seed for a couple of years already, this is a genuine partnership of equals: Amplify has a lot to give, but it also has a lot it can learn from a smart and talented young business like Seed.”

Seed is best known for delivering global student programmes and campaigns for brands such as ASOS and Spotify.

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