Amplify’s Gen Z Agency Seed Hires First Ever Creative Director Joel Menegazzo

Seed (Amplify’s dedicated student and gen z marketing agency for clients including Spotify, Jack Daniel’s and Bumble) has hired its first creative director – Joel Menegazzo – in a move that signals the development of its newly established creative department and capabilities.

Joel joins from mid January 2023 to supercharge Seed’s creative offering after the agency secured a significant number of hi-profile wins and awards (including a multitude of industry accolades for Spotify’s 2022 ‘Greasy Tunes Café’ campaign). The appointment comes after Seed evolved its live and social offerings last year by appointing new department heads for each discipline: Faye Lancey and Alex Carapiet, respectively. 

Reporting into Seed’s CEO (Joe Brailsford) and Amplify’s global CCO (Jeavon Smith), Joel will be in charge of developing Seed’s creative offering while working across the agency’s flagship accounts: Amazon, Asos, Bumble, Jack Daniel’s and Spotify.

Early on in his career Joel worked client-side at ASOS as part of the retailer’s brand partnerships team. Before joining Seed, he worked in the creative and strategy arm of Bambuser Plus, helping brands such as the immersive luxury retailer WOW Concept integrate live video shopping into their offerings. Prior to Bambuser Plus, Joel was creative director at influencer and social agency Relatable where he worked across clients including Adobe (for example, The Adobe Creator Collective campaign which redefined influencer marketing into community building).   

Seed’s CEO, Joe Brailsford, said: “After an incredibly successful 2022, it felt like the right time to build our own creative team. So we’re beyond excited to appoint our first creative director who will continue to grow and evolve Seed’s creativity on campus, in culture and beyond. From influencer, to social and live, Joel is a bit of a rare gem in that he has breadth of experience across all our key departments. He’s also worked in youth and gen z marketing for many years. All in all, he’s a natural fit for our growing team and will be a massive bonus in broadening our range of campaigns.”

Joel Menegazzo added: “Seed felt ‘right’ from our very first conversation. The agency is the culmination of my formative years and passion for youth culture, all under one roof. When it comes to students and Gen Z, Seed has a knack for creating genuine connections between brand, culture and youth. So I’m thrilled to be joining and can’t wait to see what we come up with together.”