Netflix has finalised two concurrent pitches for its Australian creative and media accounts, appointing experiential shop Amplify as its new lead creative agency, while IPG Mediabrands’ Initiative will handle media.

The US streamer has been working with Amplify in the local marketing since 2022, having collaborated with the agency on projects for titles including Heartbreak High, Emily in Paris, and Leave the World behind.

Netflix ANZ director of marketing, Tony Broderick, said of the appointment: “Together with a village of production partners, we can’t wait to tap into their creativity, agility, and cultural passion to spark conversation and delight our members even more.”

Managing Partner of Amplify Australia, Gareth Davies, said: “Since first working together in 2022, Amplify has been thrilled to contribute to a number of impactful creative campaigns for Netflix Australia. You can only imagine the team’s excitement to continue this relationship in an ongoing capacity across 2025, as we look forward to creating ideas, revolutionising storytelling, breaking formats and building on Netflix’s important role in culture together.

“It was clear from our first meeting that both Netflix and Amplify place immense importance on contributing to culture, something that we can’t wait to start working on across the business’ range of world-class entertainment offerings”

Initiative, meanwhile, takes over from incumbent Wavemaker, which had previously held the account for five years. It’s understood the GroupM agency contested the pitch alongside Initiative, S4’s The Monks and indie media shop Kaimera.

Said Broderick: “We are so pleased to welcome Initiative as our retainer media partner in Australia! At Netflix, our passion for culture, creativity, and conversation drives everything we do. After a highly competitive pitch process, Initiative impressed us with their passion for entertainment, creative spirit, and deep media expertise, making them the perfect match.”

Jo McAlister, CEO of Initiative Australia, said: “To say the team are excited is an understatement. It’s been quite the start to 2025, and 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. And of course, the team are long-term Netflix devotees; we had so much fun consuming content as we prepped for the meetings.”