Vodafone has hired Amp.Amsterdam to manage all its music affairs; as from now on it will advise the mobile provider on a strategic, tactical and operational level. Quite unique for a brand, but it matches with Vodafone’s new business strategy to hire specialists, rather than just one lead agency who is responsible for everything. Simon de Koning, Head of Production and Licensing at Amp; “We are the shortest link between brand and music and our goal is to optimise the impact of music and to be transparent about costs and rights.” Amp, founded in 2013 by Joost Haartsen, Dagmar Heijmans and Simon de Koning, has in no time found itself a solid position in the Dutch music market and works already for the biggest agencies in town. Part of the agency’s success is the fact that it’s the exclusive music licensing partner of Universal Music Publishing Benelux.