Alvarez & Marsal launches digital agency arm 'A&MPLIFY'

11 November 2022 2 min. read

Management consultancy Alvarez & Marsal (A&M) yesterday announced the launch of Amplify (stylized as “A&MPLIFY”), the firm’s new digital agency arm.

The new platform will combine expertise in design, artificial intelligence, and commerce to help corporate and private equity clients incubate and launch digital businesses, platforms, and products.

According to Amplify’s website, the agency will help clients understand customers, innovate new growth engines, design experiences, sense demand, drive customer loyalty, optimize marketing, supercharge commerce, and accelerate digital maturity.

Amplify’s practices currently span growth strategy, experience design, marketing, commerce and service, intelligence, and technology (including CRM and martech).

Alvarez & Marsal launches digital agency arm ‘A&MPLIFY’

A&M has hired Bob Ghafouri to lead Amplify. Ghafouri brings more than two decades of experience in consulting and technology, including 11 years at Accenture. He previously served as a founding member of the firm’s digital marketing arm Accenture Interactive (now rebranded as “Song”) and as co-founder and head of the global digital transformation strategy practice.

Before that, Ghafouri co-founded and led Cadence Quest, a customer data management software and services firm that was acquired by Accenture in 2010.

“A&MPLIFY’s north star is breakthrough growth for clients," Ghafouri said. "Our approach builds on A&M’s operational backbone and results-driven mindset. Our offerings dovetail with clients seeking to drive their businesses forward through meaningful impacts that make their customers’ lives better.”

The agency says its team of experience designers, strategists, technologists, data scientists, and operations leaders is “hand-picked from the top global consulting firms and Fortune 500 customer-focused companies.” Amplify currently has locations in New York, Washington, DC, Chicago, Houston, Los Angeles, and San Francisco.

Amplify will bolster A&M’s digital division, which offers services in digital transformation, modernization, and automation.

A&M is primarily recognized for its deep capabilities in the turnaround and restructuring arena. The New York-based firm has more than 7,000 people across five continents.

A&M’s foray into digital marketing follows the lead of many large consulting firms that have expanded into the space in the last decade – including Accenture and the Big Four. Accenture and Deloitte’s digital agency arms are among the largest providers of digital marketing services in the world.

Cross-selling digital marketing and transformation makes sense for management consultancies – capitalizing on a high-growth capability while also providing more of a one-stop shop for clients.

Come for the restructuring, stay for the new website.