AMP Agency

What AMP Agency does

AMP Agency, now operating as AMP (Advantage Marketing Partners), is a US-based full-service marketing agency formed through the October 2025 merger of Amp Agency and Advantage Unified Commerce under Advantage Solutions ownership. Founded in 1995 and headquartered in Boston with eight US offices (Chicago, San Francisco, Dallas, New York, Seattle, Los Angeles, Minneapolis), the firm employs 251-500 staff and delivers six integrated service modules: Strategy & Intelligence, Creative & Content, Retail & Commerce, Digital & Social, Media & Measurement, and Activation & Amplification. Proprietary assets include the Nudgenomics™ behavioral science framework, the Nudge Impact Score™ measurement metric, and the Alchemy™ marketing mix modeling tool, all registered trademarks.

The agency serves enterprise and mid-market clients primarily in CPG, beverages, personal care, beauty, automotive, healthcare, and retail, with long-tenured relationships including Kenvue (since 2012), Starbucks (since 2013), Reckitt (since 2015), Bayer (since 2016), BFGoodrich (since 2017), Ahold Delhaize (since 2018), and Ferrero (since 2022). Engagement budgets typically range from approximately $500K to $5M+, structured as annual retainers, project-based work, or performance fees. Distribution relies on direct enterprise sales; there is no self-serve or marketplace channel.

The agency's positioning bridges brand and performance marketing, leveraging its parent company's retail and shopper data assets, AI-enabled creative production (including generative AI used in Victoria Cerveza and Keebler campaigns), and an in-house production studio. Revenue, ownership details, and client concentration are not publicly disclosed. AMP holds a partnership with Instacart for retail media and operates as a subsidiary of Advantage Solutions, a strategic operating parent.

Name

AMP Agency

Legal name

Amp Agency

Website

https://ampagency.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

251–500 employees

Short description

AMP Agency, operating as AMP (Advantage Marketing Partners), is a US-based full-service marketing agency serving enterprise CPG, beverage, beauty, healthcare, automotive, and retail clients with integrated strategy, creative, retail, media, digital, and activation services.

Ownership category

akta.pro rank

Product category

Marketing Services

NAICS

Advertising Agencies (541810), Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Integrated Full-Service Creative Agencies (MPAAAAAA)

akta.pro secondary industries

Brand Campaign & Integrated Communications Agencies (MPAAAAAC), Activation/Experiential Creative Agencies (MPAAAAAO)

Keywords

• Integrated marketing services
• Brand strategy agency
• Retail media planning
• Shopper marketing services
• Behavioral science marketing

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Marketing Services Retainer: Ongoing agency retainer arrangements for integrated marketing services including strategy, creative, media, digital, and activation work for enterprise clients.
2. Project-Based Engagements: Individual campaign and project engagements including case studies, brand refreshes, product launches, and seasonal marketing initiatives.
3. Campaign Performance Fees: Performance-based engagements tied to campaign outcomes and results for major brand clients.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

AMP Agency is a full-service marketing agency that delivers integrated marketing services across six service modules: Strategy & Intelligence, Creative & Content, Retail & Commerce, Digital & Social, Media & Measurement, and Activation & Amplification. The agency serves enterprise and mid-market brands with annual retainers and project-based engagements, supported by proprietary tools Nudgenomics™ (behavioral science framework) and Alchemy™ (marketing mix modeling).

Product overview

AMP Agency (Advantage Marketing Partners) is a full-service marketing agency formed from the merger of Amp Agency and Advantage Unified Commerce in October 2025. The agency operates as a unified platform offering six integrated service modules: Strategy & Intelligence, Creative & Content, Retail & Commerce, Digital & Social, Media & Measurement, and Activation & Amplification. The agency differentiates through proprietary methodologies including Nudgenomics™ (behavioral science framework) and Alchemy™ (marketing mix modeling tool). Services span brand strategy, creative development, shopper marketing, digital/social execution, media buying, and experiential activations across automotive, beauty, beverages, CPG, fashion, and retail industries.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy & Intelligence Marketing strategy and research services including market intelligence, proprietary research, behavioral intelligence (Nudgenomics™), cultural strategy, audience modeling, journey mapping, brand strategy, and retailer intelligence for enterprise brands.
• Creative & Content Full-service creative development including omnichannel campaign concepts, brand identity systems, organic social content, brand activation, website design/development, and in-house production studio (Studio 2A).
• Retail & Commerce Shopper marketing and retail commerce services including shopper strategy, channel planning, retail customer excellence, retail media, omnicommerce marketing, Amazon account management, digital shelf optimization, and commerce content/UX.
• Digital & Social Digital experience and social media marketing including UX design, website development, social strategy and execution, community management, content strategy, CRM/email marketing, SEO, mobile apps, and analytics.
• Media & Measurement Media planning, buying, and analytics services including paid search/SEO, analytics/performance, performance media, paid social, marketing mix modeling (Alchemy™), commerce/retail media, programmatic, and measurement frameworks.
• Activation & Amplification Brand activation and experiential marketing including consumer promotions, influencer/creator partnerships, experiential events, social activation, PR, experience design, AR/VR activation, and partnerships/collaborations.

Quantifiable outcome

• +8.3% dollar sales increase and +13.2% unit sales increase for Promised Land Dairy
• +4 more outcomes

Named customers20 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• Advantage Unified CommerceflagshipStrategic or Co-development Partner · 9 October 2025Advantage United Commerce and Amp Agency merged to form AMP (Advantage Marketing Partners), a new marketing agency offering integrated services across strategy, creative, retail, media, digital, and ad activation. The unified agency bridges brand and performance marketing.
• InstacartcoreStrategic or Co-development Partner · 1 May 2025New strategic partnership announced in May 2025 to enhance retail media and commerce capabilities, integrating Instacart's retail media network with AMP's shopper marketing expertise.
• The Posada Art FoundationminorStrategic or Co-development PartnerPartnership to revive the spirit of legendary artist José Guadalupe Posada using AI to create fresh Día de los Muertos artwork for Victoria cerveza campaign, preserving artist integrity while fusing tradition with modern flair.
• Advantage SolutionsflagshipStrategic or Co-development PartnerParent company providing direct access to retail, sales, and shopper data at scale. This partnership gives AMP unprecedented access to retail relationships and shopper insights that other agencies cannot match.
• Warner Bros. Discovery (Harry Potter)coreStrategic or Co-development PartnerEntertainment partnership merging Keebler Elves with Harry Potter IP for Butterbeer Season campaign, establishing a cultural phenomenon with limited-edition packaging and Hogsmeade-inspired store displays.
• National Resources Defense Council (NRDC)minorStrategic or Co-development PartnerPartnership during 2023 Farm Bill negotiations to promote regenerative agriculture by advocating for the COVER Act, resulting in the Face Plant campaign featuring Nick Offerman.
• Refinery29coreGTM or Marketing PartnerMulti-touch, yearlong brand story partnership to introduce Virtue Labs to women, including custom content, onsite media, page takeovers, and sampling programs.

Scale indicators14 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• GALE: GALE is a mid-sized independent agency with deep CPG and retail expertise, offering integrated brand, commerce, media, and data services. Like AMP, it blends creative with shopper marketing and serves enterprise CPG and retail clients with proprietary analytics tooling.
• Anomaly: Anomaly is an independent creative and communications agency serving major consumer brands across strategy, creative, media, and innovation. It operates as an integrated partner on enterprise accounts in a similar size band to AMP and competes for the same brand-to-commerce mandates.
• 72andSunny: 72andSunny is an independent creative agency known for integrated brand campaigns and cultural work for global CPG, beverage, and consumer brands. Comparable to AMP in its full-service model and enterprise client focus, with strong creative-led differentiation.
• Mother New York: Mother is an independent creative agency serving major CPG and consumer brands with integrated strategy, creative, and content. Similar in scale and integrated-service positioning to AMP, with comparable enterprise client mix and recurring AOR engagements.
• Wieden+Kennedy: Wieden+Kennedy is a flagship independent creative agency serving global CPG and consumer brands with integrated campaigns, media, and brand strategy. Larger than AMP but operating with a similar full-service, brand-and-commerce model for enterprise clients.
• Droga5 (Accenture Song): Droga5 is a creative-led agency within Accenture Song serving major global CPG and consumer brands with integrated strategy, creative, and commerce capabilities. Comparable to AMP in targeting the same enterprise brand clients with integrated services, though operating at larger scale.
• Tombras: Tombras is an independent full-service agency of comparable size to AMP, offering creative, media, digital, and analytics for major CPG and consumer brands. Closely comparable on size, service breadth, and enterprise client mix.
• M/H VCCP: M/H VCCP is an integrated creative and commerce agency serving large CPG and retail clients with strategy, creative, shopper marketing, and media. Directly comparable to AMP's brand-and-shopper integrated model and similar enterprise CPG focus.

Broad incumbents

• Leo Burnett (Publicis Groupe): Leo Burnett is a major global advertising network within Publicis Groupe serving large CPG and consumer brands with full-service creative, media, and commerce. Overlaps significantly with AMP's enterprise CPG client base but operates at much larger scale and with global reach.
• McCann (Interpublic Group): McCann is a global advertising network under IPG serving enterprise CPG, healthcare, and consumer brands with integrated creative, media, and commerce services. Competes for the same enterprise marketing budgets as AMP but with substantially broader geographic and service-line scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/amp_agency
• LinkedInlinkedin.com/company/amp-agency
• Instagraminstagram.com/amp_agency
• Facebookfacebook.com/brandamplification

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AMP Agency