Co-founded by journalist-turned-marketer Fernando Amdan, Buenos Aires-based Amplifica helps global brands like the NBA and Premier League build relationships with Spanish-speaking audiences through culturally resonant storytelling and an inbound approach to digital strategy.

When Fernando launched the agency in 2010, however, he wasn’t chasing trends. He was responding to what he saw as a communication gap between global brands and the audiences they were trying to reach. 

“Every first attempt from brands was to treat digital media the same way they treated TV or radio,” he says. “We realized there was an opportunity to develop inbound strategies focused on storytelling, not just the product.”

Fifteen years later, Amplifica has become a bridge between the world’s top entertainment properties and one of the fastest-growing audiences in the global digital economy: Spanish and Portuguese-speaking consumers. Through partnerships with organizations including the NBA, Premier League, Williams Racing, Meta, F1 The Exhibition, Netflix, and Movistar, Amplifica crafts digital narratives that prioritize cultural insight, consistency, and community over one-off campaigns.

“We help brands communicate at the pace of culture,” Fernando says. “That means being relevant, being human, and building something meant to last.”

Before co-founding Amplifica, Fernando worked in Argentine media as a journalist and editor for outlets such as Clarín, La Nación, and Radio AM 750. His early career in storytelling shaped the agency’s marketing philosophy. “It was closer to journalism because it was about telling stories,” he explains. “It was more fun to work with and built more lasting bonds with audiences.”

Building Conversations, Not Campaigns

At the core of Amplifica’s model is its inbound approach, which prioritizes audience needs and cultural context over traditional “megaphone” advertising. “Outbound is like shouting,” Fernando says. “Inbound is about listening, understanding what people are interested in, and engaging with those topics.”

Rather than focusing on short-term promotions, Amplifica works with brands to build continuous, genuine communication loops with their audiences. “Other agency models are centered on creative one-shots,” he says. “We focus on how to build lasting bonds. Of course, we have campaigns and big moments, but our goal is always to create something that endures.”

This long-term orientation, he adds, is particularly important in sports and entertainment, where fans expect ongoing engagement. “We develop content strategies and social media marketing for clients who want to connect with audiences, not just around products, but around shared values, interests, and daily experiences,” Fernando says.

Bringing the Premier League Closer to Latin Fans

One of Amplifica’s most visible successes came in 2024 with its partnership with the English Premier League. Despite the league’s global recognition, it had no Spanish-language content on social media before the collaboration. 

Amplifica’s team saw a massive opportunity: “The Premier League didn’t have any content in Spanish besides broadcast transmissions,” Fernando says. “We helped them build their first strategy to connect with all Spanish-speaking audiences in Latin America and Spain.”

The project launched under the concept “La Premier,” a culturally rooted name that resonated across the region. Amplifica built a bilingual content and influencer program featuring creators from across Latin America, highlighting regional talent and fan culture. “We created a perspective about the Premier League from the Latin American passion point of view,” Fernando explains. “The best compliment we’ve received is that people don’t know where the community manager is from because it feels authentically Latin American.”

In less than two years, “La Premier” grew to more than 6.5 million followers across Instagram and TikTok, surpassing other regional accounts in markets such as India and the United States. “The key was listening,” Fernando says. “To be culturally resonant and relevant, not just to replicate.”

Localized Storytelling, Not Translation

Amplifica’s work across Spanish and Portuguese markets hinges on what Fernando calls “curation” rather than translation. “We’re not subtitling content,” he says. “It’s more than localizing. It’s curating. You have to understand how people engage with a brand’s value proposition.”

This balance between brand coherence and cultural nuance is crucial. “You have to respect brand guidelines, but you also need to find the right message, the right timing, and the right format to connect,” he explains. “Not every audience reacts the same way, and that’s fine. The goal is not to sound local, but relevant.”

That mindset also informs Amplifica’s advice for global marketers. “Don’t underestimate international markets,” Fernando cautions. “Latin America is a massive region with 660 million people, and understanding its diversity is key to growing globally.”

Selecting Creators With Purpose

When it comes to creator collaborations, Amplifica favors a project-based model over fixed rosters. “We don’t have a catalog,” Fernando says. “We start with the idea and then find the right influencer or content creator for that project.”

Selection, he adds, depends on several factors: cultural relevance, alignment with brand values, and professionalism. “They have to be brand-safe,” he emphasizes. “We look at charisma, community, and what the influencer adds to the campaign. Sometimes it’s reach, sometimes it’s creativity.”

He points to a recent example from the Premier League campaign: “We worked with a creator called Luana, a translator who teaches how to pronounce English team names,” Fernando says. “She’s charismatic, funny, and her content adds a creative layer that engages people organically. It’s not advertising. It’s conversation.”

Embedding Quality in Creativity

Amplifica’s operational structure mirrors that of a tech company as much as a creative agency. The firm obtained ISO 9001 quality certification prior to the pandemic, providing a strong foundation for remote collaboration. 

“That system helped us when we had to go fully remote,” Fernando says. “From requirements to validation, everything is built into a quality process, how we handle deliverables, manage NDAs (Non-Disclosure Agreements), and ensure brand safety.”

The agency also designs and builds digital products for clients, including email marketing and data-collection systems for the NBA’s Spanish- and Portuguese-language content. “We manage the email marketing strategy and design all deliverables for multiple platforms,” he says. “We run A/B tests, analyze metrics, and refine design to match both brand standards and audience behavior.”

AI and the Balance Between Speed and Quality

Like many creative businesses, Amplifica is experimenting with AI tools across its workflow, from transcription and reporting to editing and sound optimization. But Fernando is cautious about overreliance. 

“It’s tricky because we work with brands that have copyright and property restrictions,” he says. “You can’t just create something from scratch. You have to respect the brand, the player, and the context.”

Still, he sees AI as a valuable research assistant and an efficiency enhancer. “We use AI for transcription, summaries, and market research,” he says. “The challenge is balancing speed, quality, and human input. That’s the triangle we’re trying to manage.”

Crisis Planning and Algorithm Shifts

The agency’s strategy team maintains a detailed crisis plan and conducts regular retrospectives to evaluate responses to unforeseen events. 

“Each account is different,” Fernando notes. “When Kobe Bryant had his accident, we were working with one of the brands involved. It was difficult, but we had a scenario for that.”

As for adapting to changing algorithms, Fernando focuses less on platform trends and more on audience response. “The key is producing relevant content that engages,” he says. “You can test new formats, but what matters most is how your community reacts. Some brands still perform better on Facebook, and that’s fine. The algorithm matters, but people matter more.”

The Shifting Creator Economy

When it comes to broader shifts in the creator economy, Fernando points to credibility and saturation as key challenges. “Creators need to stay relevant for their communities while working with brands,” he says. “If they’re collaborating with too many companies, it becomes noise.”

He believes creator partnerships work best when they expand storytelling possibilities. “Brands can’t always say certain things directly,” he says. “Working with creators opens new narratives and formats in a more genuine way.”

Fernando also cautions brands against joining every cultural moment. “Not every opportunity is a brand opportunity,” he says. “You need to be constant but selective. Pick the right moments and the right ways to engage.”

What’s Next?

For 2026 and beyond, Amplifica is expanding across the Americas and Europe. “Our priorities are to grow in entertainment and sports,” Fernando says. “We’re developing initiatives related to the next World Cup in the U.S., Mexico, and Canada, and we’re strengthening our presence in the UK and Europe.”

The agency is also eyeing the U.S. Hispanic market as a natural extension of its regional expertise. “We want to help brands connect with international audiences, especially Spanish-speaking and Portuguese-speaking ones,” he says.

Regarding his long-term vision, Fernando is succinct: “We want to become one of the biggest players in the entertainment and sports digital marketing space,” he says. “There are many opportunities ahead, and we want to be seen as a reference for how to do it right.”

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