MurphyCobb Launches New Venture That Reimagines Advertising Production Through Technology

Global production consultancy MurphyCobb has launched Amplify – a new business venture to help clients navigate the complexity of emerging technologies and prepare for the next era of production.

Production is being reshaped at an unprecedented speed. Brands face constant pressure to produce more content, faster, across an expanding number of platforms. As advances in technology continue to emerge and converge, for organisations, the question is no longer whether these technologies matter, but where, when and how they create value.

Amplify from MurphyCobb has been launched in direct response to these challenges, to help clients build better operating systems using independent, vendor-neutral guidance. Its scope is broader than just AI, spanning digital twins, virtual production, experiential and automation, alongside the content systems, data and production intelligence that underpin future production ecosystems. By harnessing emerging technologies, Amplify will streamline, connect and transform advertising production across the entire content lifecycle – from upstream planning and creation to downstream, adaptation and optimisation.

The new venture will help clients convert early experimentation into operational reality. By using validated, scalable production workflows, Amplify aims to deliver improved efficiency, cost, speed and quality. Through the creation of an innovation roadmap, the business will also continue to work in partnership with clients to support ongoing exploration of further technologies.

Francisco Lima, General Manager of Amplify, said: “Amplify is our response to a fundamental shift in the market. Clients aren’t asking why they need to invest in emerging technologies but where, how and what to do to govern, measure and scale it effectively across the organisation. As a production‑specialist partner sitting firmly on the client side of the table, we can diagnose, validate and implement what truly works by building better operating systems. Amplify seeks to bridge the gap between a client’s production ecosystem and the capabilities these new technologies can deliver. As Amplify is not tied to any vendor, platform or technology stack, we can ensure wholly independent advice and are uniquely positioned to support clients on that journey.”

The new venture combines MurphyCobb’s 20+ years of production expertise and intelligence with a global ecosystem of emerging-technology companies and specialist practitioners.

Pat Murphy, founder and CEO of MurphyCobb, said: “We are excited to announce this new venture which will help clients navigate a crowded environment and prepare for the next era of production. With the launch of Amplify, we’re able to draw on our own expertise from the evolving technology landscape, underpinned by two decades within the production industry and an existing vendor-neutral approach. Technology should amplify creativity, productivity and what production makes possible, and our aim is simple – to reduce complexity, prove value and build solutions that deliver measurable impact at scale.”

Amplify seeks to support clients across a range of areas:

• Rapid clarity – identifying where technology is genuinely useful and where it isn’t

• Proof before scale – establishing evidence and validating that a new approach delivers better results than the existing one

• Governance by design – building IP, provenance and risk controls in from the start

• Minimising wasted effort – ensuring technology is tested against real problems with measurable baselines

• Independent advice, with technology and partners selected around client needs

• Providing a strong evidence base for investment decisions and future operating‑model change.