Creative agency Amplify has taken a majority stake in B2B experiential agency Wonder in a move that will see the two businesses collaborate when opportunities arise.

The partnership combines “Amplify’s reputation for insightful, strategic and creative thinking with Wonder’s outstanding design credentials and proven track record in delivering large scale B2B and B2E events, experiences, conferences and launches”.

Although the two agencies will operate as distinct independent businesses, joining forces will help both broaden their offerings while nurturing global growth.

The announcement comes as Wonder, which counts Adobe, Android, Klarna and Google for Education among its client base, strengthens its team with several new hires. These include Dan Keene (formerly Director of Brand Experience at ENGINE and MD at Slice) as Director of Strategic Development, Jessica Charles (formerly Co-Head of Agency / Head of Operations at Black Tomato and Events Director at micebook) as Head of Campaigns and Jess Richards as Executive Producer.

The partnership also sees Founder Ben Turner move to CEO, Scott Micklethwaite promoted to MD, David Crease move to Creative Director and Mike Dennis become Head of Production.

Amplify’s Founder and Global CEO, Jonathan Emmins, said: “Amplify’s roots were as a youth-focussed B2C agency, because back then they were ‘the hard-to-reach audience’. Bombarded with messages all audiences are now ‘hard to reach’, no more so than the world of B2B. This has only been exacerbated by the pandemic. B2B audiences demand and deserve more. Together we will take an audience-first and campaign approach to the B2B and B2E experience and marketing. Working with Ben Turner – Wonder’s driving force – we’re creating a home for who we consider the best and most progressive in the industry”.

Wonder’s Founder and CEO Ben Turner added: “The world of work is constantly evolving, and we want to help businesses meet these ever-shifting expectations. Whether it’s exploring new technology, creative innovation or simply a desire to find better ways of connecting, we constantly want to challenge the status quo. And with Amplify now helping make the vision a reality, we’re even better placed to help B2B and B2E produce creative, cultural and commercial impact.”