On 21 August, Aamplify Limited (trading name Aamplify) was placed into liquidation after it changed its name back to Digital Evolution Limited. Prior to this, a new company, Aamplify Partners Limited was incorporated and acquired the trading name Aamplify. The new company was incorporated by Aamplify creative director Max Allen.
Before Digital Evolution Limited was placed into liquidation, its assets, brand and book of business were acquired by Allen and an outside investor. Allen has worked as Aamplify's creative director since February 2016 and plans to work together with Williams to take the business to the next level.
The liquidation was the result of extensive negotiations between parties that have an interest in the company, Williams says.
Aamplify is not an agency, rather a small marketing services firm focused on B2B and pro-services firms across Australia and New Zealand.
Coming from a background of marketing for software company Zeacom, Williams saw an opportunity back in 2012 to work with digital disruption of marketing.
With a number of Aamplify's clients restructuring their marketing approaches, there were challenges within the company, Williams says.
"There are ebbs and flows in services businesses with clients coming and going, and small organisations can't necessarily handle losing large customers that easily.
"The essence of what that meant is that the business needed to be consolidated."
Aamplify's largest customer cut its spend significantly, and a number of blue chip clients cut or postponed their spends until next year.
The company retains the same number of employees, with 12 in total, but Williams says there have been two line-up changes.
"We have been going through the process of downsizing and there were some people that were made redundant before all this unfolded," Williams says.
The remaining employees have been employed under new contracts in new roles by the new entity.
Despite the changes behind-the-scenes, Williams says it has been largely business-as-usual and the team has been working on delivering great work for their customers, particularly for a major Australian university which will be announced later this month.
Given the small size and low profile of Aamplify, Williams says the coverage of the liquidation and sale has been surprising, and, at times, harmful to the transaction and the people involved.
"On the human side of this, it's been an uncertain time for a number of people and there are 12 people who have come out of this with a job and an opportunity to make something with this company going forward.
"Rest assured, this is not me making a fortune from something. This is me as a small businessman and entrepreneur trying to make the best of a bad situation."