Netflix Australia appoints Initiative and Amplify as agency partners

Netflix Australia has named Initiative as its media agency of record and Amplify Australia as its lead creative agency, expanding its agency partnerships in the local market

Jo McAlister, CEO of Initiative Australia, called the win an "understatement" in terms of excitement, adding that the team resonated with Netflix’s ambition to spark conversations.

“We had so much fun consuming content as we prepped for the meetings,” she said.

"We are bursting to work with one of the world’s leading entertainment brands. We share many values with Netflix, one being the mutual ambition of sparking conversation, which connected us from the start of the pitch process."

Meanwhile, Amplify Australia’s managing partner Gareth Davies said the team was equally thrilled to continue its relationship with Netflix, having worked together since 2022 on several creative campaigns.

"It was clear from our first meeting that both Netflix and Amplify place immense importance on contributing to culture," Davies said. "We look forward to creating ideas, revolutionising storytelling, breaking formats, and building on Netflix’s important role in culture together."