Amplify promotes Richie Gage to head of live

Amplify – the agency that joins the dots between people, brands and culture – have promoted Richie Gage, previously Head of Production, to the role of Head of Live.

The promotion not only better reflects Gage’s new leadership position on the agency’s UK management team but also simplifies the agency’s reporting structure as Amplify continue to grow with massive global projects like the 2020 PlayStation 5 launch, while strengthening their production capabilities across the whole brand experience spectrum – including live, hybrid, virtual, broadcast, content and digital.

Reporting into Amplify’s Managing Partner, Lee Avery, Gage will be responsible for widening the live department’s project management and technical production skills. His remit includes supporting and developing talent within the Live team to aid progression within their chosen fields.

New additions to the Live team under Gage include: Beppe Plances as Senior Producer, Becky Halliwell as Senior Project Managers, Beth McDuff as project manager, and Liv Wall as Project Coordinator.

Plances, who joins from Smyle and Brandfuel, adds even more calm and reassurance to the Live team. Halliwell enhances the Live team with six years’ experience across client servicing and production, after spells at agencies including Clive and Jack Morton. McDuff’s extensive event expertise comes to Amplify fresh from Smyle and a previous role at WRG. Having previously worked for Adobe and Cannes Lions, Wall also helps further deepen the agency’s ad land credentials.

Amplify’s Managing Partner, Lee Avery, said: “Amplify’s belief and previous investments in innovation, content and broadcast ensured we were much in demand during the pandemic. And whilst no-one would have wished for Covid, in many ways it is expediting long overdue changes in the world of brand experience, allowing us to push creativity, innovation and integration harder than ever before. Promoting Richie to Head of Live formalises this continued diversification by bringing everyone into a multiskilled team that delivers varied projects.  Richie’s been with us for over a decade and his pragmatic and malleable approach to all things Live gives us every confidence in meeting the opportunities that we’re being presented with.”

Amplify’s Head of Live, Richie Gage, added: “This year started off at a blistering pace and as the country unlocks, we continue to build a future-facing team that can meet the broadening needs of our clients as we diversify into exciting areas and challenges. Each week presents a new opportunity, so we’re both upscaling and upskilling to ensure we meet those demands both here in the UK and globally. I’m excited to work with the board and my fellow UK management team members, exploring further and greater synergy with our studio and strategy teams, and collaborating with Alex Wilson, our Head of Content, in bringing our two departments and array of amazing talent even closer together.”