In a major strategic move designed to create a more holistic and powerful marketing partner for brands, Advantage Solutions has officially combined its creative and media powerhouse, Amp Agency, with its commerce and shopper marketing specialist, Advantage Unified Commerce (AUC). The newly formed entity, now known as AMP™ (Advantage Marketing Partners™), has been purpose-built to address the modern reality where every consumer touchpoint is a potential point of sale. This new full-service agency aims to help brands show up smarter and faster by seamlessly integrating brand building with on-the-spot conversion, a concept the agency has termed “Full Volume Impact™.”
The unification is a direct response to the evolving needs of clients who require a single partner capable of bridging the gap between high-level brand storytelling and the granular execution of a sale. By bringing together Amp Agency’s deep roots in creative and media with AUC’s formidable strength in retail, shopper marketing, and commerce, the new agency is structured to connect consumer insights directly to measurable impact across the entire path to purchase.
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“Clients need a partner that can bridge brand storytelling with buyer action seamlessly,” said Christi Geary, Head of AMP Agency. “By bringing Amp Agency and AUC together, we’re combining deep creative and media roots with retail, shopper, and commerce strength. AMP is designed to connect insight to impact across the entire path to purchase.”
The merger is also a significant milestone for the parent company, Advantage Solutions, as it streamlines its offerings and enhances its value proposition for clients. “Unifying these two organizations is a strategic milestone for Advantage and for our clients,” said Brian McRoskey, Chief Commercial Officer, Advantage Solutions. “AMP aligns world-class creativity with commerce execution and measurement. It also strengthens how we partner across the enterprise for the brands we represent, ensuring clients benefit from the full scale of our platform.”
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To deliver on this promise, the agency’s capabilities are structured across six interconnected practices that cohesively manage the entire path to purchase. These span from initial strategy and intelligence to creative and content development, retail and commerce execution, media and measurement, and digital and social ecosystem management. Underpinning this comprehensive service offering is a suite of proprietary frameworks designed to transform ideas into tangible impact. These include Nudgenomics™, a system for decoding consumer buying behavior; Alchemy™, a media and performance intelligence platform that processes 40 million data points daily; and the Retail Accelerator™, which taps into the extensive retail relationships and data of the broader Advantage Solutions network.
AMP is set to make its official debut at Advertising Week New York, scheduled for October 6–9, 2025. Christi Geary will represent the newly unified agency on stage in two key sessions designed to showcase its unique approach, including “If Everything Is Shoppable, Become Unstoppable: Brand + Commerce That Converts” and “Full Volume Marketing: How to Thrive in a Shoppable World.” These presentations will highlight how AMP’s blend of retail-backed intelligence and cultural creativity is redefining the agency partnership for a world where brands must not only navigate a shoppable landscape but set the pace for it.
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