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ABOUT US

CREATIVITY
DRIVES
LIKEABILITY

This is AMBA

AMBA is not conventionally structured. We have a way. We know that the best outcomes are achieved by strategically focusing activity - aligning to market (orientation) using a powerful combination of brand and advertising. We talk, we share, we do.

Advertising in today’s world is contextual - the intersection of Media and Creative that delivers measurable results. It includes all touch points along the Consumer Journey.

Aligning activity leverages budget, assets and delivers a stronger result.

Brand includes embedding all of the Consumer Experience insights that marketing science and neuroscience has uncovered.

Market orientation means placing
the market (or consumers) first,
viewing all from that external
perspective.

Today's marketing world is more challenging than ever before. Services have commoditised. Tactics no-longer work. The Economist noted that 'as the traditional mediums and approaches collapse, marketing complexity is growing sharply.' Managing complexity so that it becomes a strength, not a weakness, is the new gold standard.

A disciplineD APPROACH

Creative is
about Impact

Human attention span shows
that there are just 2 seconds to
be noticed and 8 to engage.

Design
Aesthetic

We eat with our eyes.
Creativity drives likability.

Media is Contextual

You have to reach people before
you can influence them.

Data Drives Insights

It's far more effective to observe
what people do than to listen to
what they say they do.

Clever Technology

Leveraging assets
maximises value.

 

The Genesis

AMBA launched as a full service integrated creative advertising agency in 2001. Our focus was on Multiplied Impact - the idea that it was possible to deliver immediate (short term) results while simultaneously building long-term brand value. Back then aligning media, brand and advertising was an unusual mix. Now, we have scientific evidence that supports all of our early work.

Our approach today is fundamentally no different.

AMBA is a marketing agency headquartered in Sydney, known for the clever use of advanced marketing science to deliver continuous brand growth. We have an international profile with our work appearing across the globe. AMBA is also a member of ICOM - a global network of independent marketing communication agencies.

A DIVERSELY TALENTED TEAM.

AMBA is a group of connected, collaborative and multi-disciplined professionals split between
Sydney and a variety of remote locations.

MEET THE AMBA PRINCIPALS:

Mandy O'Leary

MANDY O'LEARY
MD and Business Director

The Talent

Mandy O'Leary

Mandy pulls no punches and tells it like it is, whatever the situation and wherever the consequences lead. There is power in her passion for connecting emotionally, while she is well known (and has earned much respect) by consistently delivering high standards. It’s the rare ability to understand what’s needed and matching that to the possible. Perfect for when you have accountable goals to achieve and want more than someone to say ‘yes’.

Before AMBA, Mandy was Client Service Director for a multinational communications company. Strategically strong, Mandy is responsible for setting direction and driving the outcomes on major initiatives. A hands-on approach that brings together decades of communications experience.

In an ever-changing world, Mandy is never one to rest. Her recent activities include: certifying as a Fascination Advisor (the science of fascination is truly fascinating); completing the Marketing Week inaugural mini-MBA (scoring in the top 10%); not to forget a passionate commitment to the work of Ehrenberg-Bass. Mandy was also a member of the ICOM Strategy Committee, a global team of experienced business leaders.

For all that, Mandy is easy to talk with.

PETER O'LEARY
CEO and Business Director

The Secret Weapon

Peter O'Leary

If there was a sharp edge in what Peter does, it’s his intuitive ability. Peter is strong on detail (substance). He’ll find the facts (the evidence and insights) and then work in close collaboration with his client to identify the true competitive advantage that fundamentally changes the game. It could come from new marketing science (actually, will definitely include marketing science) or classic mass communication techniques (with a slight emphasis on more sophistication) and new technology. Peter powerfully talks from direct experience.

Pre-AMBA, Peter was an experienced advertising professional. (Now you might say he is well seasoned). From Ads to DM to Events to Media. Peter has a passion for the mechanics of business - the how to pull it apart and then rebuild for today’s market (if need be). All evidence-based, using real-world data and taking responsibility for outcomes (as a team player should). It’s this passion that drives close working relationships with clients, particularly when driving marketing innovation is needed.

Peter is a key member of the AMBA innovation team. From working closely with Mandy on developing the Brand Blocks system to the implementation of HubSpot, to offshore possibilities. Peter consults on a broad range of business opportunities.

Peter was elected to the ICOM Board in 2016 as Regional Director for Asia-Pacific. It's no secret – okay, maybe it is – that some say Peter is the ace up AMBA’s sleeve.

Peter O'Leary

ICOM NETWORK

ICOM is a global network of more than 80 independent marketing communications agencies in over 60 countries. AMBA is the Australian Member.
AMBA CEO Peter O’Leary was elected to the ICOM Board in 2016 as Regional Director for Asia-Pacific.

POWER IN THE COLLECTIVE

ICOM Network member agencies engage as collaborators, not competitors. By bringing people and ideas from around the world closer together through connected thinking and shared insight, ICOM enables global collaboration, reinforcing the core belief that: individually we are strong, collectively we are powerful.

INDEPENDENT AGENCIES

By its very nature, the independent agency model is better equipped for responsive action to the ever-changing needs of clients. There are fewer layers and no corporate reporting interference. When agencies listen to one another and work together, global alignment follows. All with informed local insight, from ICOM members that really know their markets.

AT A GLANCE - THE ICOM NETWORK

80+ MEMBER AGENCIES

80

COLLECTIVELY GENERATES
$3.5 BILLION (USD)
IN REVENUES ANNUALLY

$3.5B

60+ COUNTRIES

60

COVERS 95% OF THE
WORLD'S MARKETS

95%

SERVICES 2000+ CLIENTS

2000

HAS A HISTORY DATING
BACK 50+ YEARS

50