Amplify Acquires Melbourne Creative Agency Snack Drawer to Expand Creator-Led Marketing Reach

In a bold move that underscores its pivot toward creator‑centric work, Amplify announced on 11 November 2026 that it had taken over Melbourne‑based Snack Drawer, a boutique agency founded in 2020. The transaction is effective immediately, giving Amplify a new foothold in the Asia‑Pacific and a fresh creative engine.

Amplify began as a creator‑focused event in 2018, launched by Alex Reid and Tom Maynard. Over eight years it has grown into a global powerhouse that blends influencer marketing, social content, talent management, sport, production and creator‑owned IP. With nearly 200 employees spread across the Asia‑Pacific, North America, the Middle East and Africa, Amplify partners with brands such as P&G, Warner Bros., Blackmores, Canva, Vaseline, Tinder and TikTok.

Snack Drawer, meanwhile, has carved out a reputation for work that sits at the crossroads of creators, culture and entertainment. Its roster includes Yo‑Chi, Meta, the Department of Transport and Planning Victoria, Netflix, WesFarmers Health, the Chartered Accountants of Australia and New Zealand, and Pappa Flock. The agency has earned accolades from the Webbys, Shorty Awards, Mumbrella CommsCon Awards, AiMCO Awards and the Australian Directors’ Guild.

Under the terms of the deal, Snack Drawer co‑founder and CEO Jamie Searle will assume the role of General Manager of Amplify Melbourne, while co‑founder and Chief Creator Hannah McElhinney will become Amplify’s Global Executive Creative Director. The rest of the Snack Drawer team will merge with Amplify’s existing staff.

Reid said the acquisition “strengthens Amplify’s creative depth and supports its ambition to become a leading creator‑economy business.” Maynard added that the partnership brings a team that “has mastered the art of earning attention through creators, communities and culture,” and that it will grant Amplify clients access to a broader set of skills.

Snack Drawer’s founders welcomed the move. Searle noted that Amplify’s scale and talent roster complement Snack Drawer’s creative focus, offering opportunities to expand into new markets. McElhinney highlighted the shared values, stressing the importance of embedding brands within cultural conversations and fan communities.

The deal comes at a time when brands are ramping up investment in creator‑led marketing and social‑first content. Analysts point to a growing demand for partners that combine creative thinking, creator expertise, production capability and cultural insight. By adding Snack Drawer’s creative team, Amplify is poised to deliver integrated campaigns that leverage influencers, content creators and emerging cultural trends.

Amplify’s existing portfolio already boasts a sizable creator and athlete talent roster through Amplify Sport. The new addition is expected to reinforce the agency’s capacity to serve clients across the Asia‑Pacific and beyond.

While the financial terms remain undisclosed, the acquisition signals Amplify’s continued evolution from a niche event to a comprehensive agency that unites creative, talent, production, social and cultural expertise under one umbrella.

At present, Amplify will continue operating across its core services and will integrate Snack Drawer’s team and clients into its global operations. No immediate changes to existing client relationships have been reported, and the move positions Amplify as a more complete partner for brands navigating the fast‑changing creator economy.