Meet the team

Amplify has six active directors, with close personal and professional ties. All six directors will be involved in your project, contributing both creatively and practically.

Working with Amplify gives you gain direct access to a team with a range of skills. Each director will focus on their own skills and areas of expertise to make your project the best it can be.

The Directors

LouiseLou website

Louise has extensive experience in charity PR and communications having worked for in-house PR teams at the British Heart Foundation. She has played an integral part in developing and delivering PR strategy across a number of national awareness campaigns and fundraising initiatives, as well as reactive media work responding to a range of issues. She is used to working in busy and fast-paced press offices, delivering PR projects for a range of internal and external clients.

Louise has experience organising events and training courses for sight loss charity RNIB, and has a background in the corporate sector, when she worked on the buying floor at retail company Arcadia Group.

PetePete Scott

Pete has worked on campaigning issues and policy development for a number of years, starting his work in this area with Members of Parliament and local councillors on their issue-specific campaigns (as well as their re-election!).

His experience at constituency level helped him to develop his knowledge of public bodies and processes. He progressed to work for the Labour Party, helping politicians and strategists develop and implement electoral campaigns, and working on party organisation.

AimeeAimee web

Aimee has forged a career in charity PR and communications, with experience in corporate and events fundraising.

She has worked across a number of different causes as part of in-house teams at Brake, the road safety charity, Heart Research UK, Epilepsy Action, The Soldiers’ Charity, and the National Autistic Society.

She has developed a number of successful PR campaigns designed to raise awareness and drive fundraising for different causes. She has frequently found herself on the client side of communications and other agencies, which has given her a useful insight into how those relationships can and should work in the clients’ best interests.


Lucy Olafsson

Lucy has a background of work in both the public and private sector. Her specialties are public relations, internal communications, journalism and audio-visual production. She regularly attends creative networking events.

With experience at the BBC, casting agencies, and both production and post-production companies, Lucy adds another tier of skills to Amplify’s portfolio.

Outside of the PR world, Lucy has run events for health professionals and non-profit organisations at locations, including London’s Leicester Square. She runs a traditional Shaolin Kung Fu school for the Nam Yang Pugilistic Association, teaching one of the world’s older martial arts to people from a variety of backgrounds around the UK.

LeanneLeanne website

Leanne started her career in PR and Campaigns by working as an elected officer at Leeds Met Students Union representing and communicating with the student body. Topical campaigns at time included university fees, sexual health and well-being. This took her to Epilepsy Action where she lead the organisations policy and campaigning work on epilepsy and education.

Leanne’s career has allowed her to generate extensive skills in the education sector as well as the engagement of young people, encouraging them to engage in campaigns and lobbying activity. Leanne is passionate about ensuring that young people have a voice.

Soon after she joined an arm of the national enterprise education campaign in Wakefield, which co-ordinated the largest enterprise competition across the UK.


Nicole Crosby-McKenna

Nicole began her working life with Livewire, a talking magazine for the visually impaired. This was a significant role as it introduced Nicole to the communications sector. Her duties included presenting and editing the magazine and volunteer management, and would later see her move to become a volunteer presenter on Bradford Community Broadcasting BCB.

After further training in business, marketing and project management, Nicole began work as a Project Developer and Business Tutor at Thomas Danby College. This involved delivering business training and developing and designing training materials.

Nicole has conceived and implemented many successful integrated campaigns across a range of platforms (including social media). Her portfolio includes the development of a number of peer-to-peer communications, health communications, info-graphics, surveys, posters and presentations. Nicole has also contributed to an array of publications including medical information for clinicians and patients, marketing materials, reports, research briefs, blogs and international journal articles.



The team met and worked together for three years as the in-house PR and campaigns team at Epilepsy Action, the UK’s largest charity for people with epilepsy.

They worked on a series of high-profile and award-winning PR and public affairs campaigns designed to improve health services and educational support for people with epilepsy, as well as raising awareness of seizures and appropriate first aid.

The team also provided PR support to the rest of the organisation, maximising press coverage for fundraising activity, the branch network, and advice and information services.

Amplify Communications Limited was established in early 2012. The six directors wanted to bear their skills and excellent track-record as team.

The aim is to help not-for-profit organisations make the most of their communications resources, at a time when money in the sector is scarce. This unique challenge is what drives Amplify to devise creative campaigns that make its clients’ budgets go further.

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