Waypointers
Waypointers is the go-to podcast for agency leaders. In this series, produced by Waypoint Partners, we bring together the brightest minds in the industry and our own in-house growth advisory specialists to share illuminating conversations to grow your agency.
Bringing you insights, analysis and knowledge from the leading lights of the UK agency landscape, Waypointers is a must-listen for aspirational agency leaders.
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Waypoint Partners is an expert global growth and M&A advisory firm providing support to businesses in the marketing services and technology sectors.
Waypointers
33. SAMY Alliance, a fast growing social-first agency group working with the world’s leading brands
A new challenger on the block
At Waypoint we talk often about Challengers, fast growing agencies and agency groups that are born digital and performance first, who deliver on the “modern marketing brief.”
In this episode, Waypoint partner
Matt Lacey profiles a new entrant to the
Challenger cohort. That new entrant is SAMY Alliance, a fast-growing, social-first agency group, intent on
partnering with the world’s most recognisable brands who are seeking a modern, social-first solution.
SAMY already has impressive scale – 500 people globally, a client base that includes Kia, L’Oreal, Maybelline, Microsoft and Netflix, and investment from Bridgepoint.
In the studio with Matt to tell the SAMY story is Rocio Lama, head of strategy and corporate development for SAMY Alliance. Rocio heads up a six strong M&A team in Madrid, working to deliver on the group’s growth ambitions.
Growth strategy
Rocio talks to Matt about SAMY’s M&A activity to date. The group has been acquiring in the UK, Europe and the US since 2019 and has a proven track record of successfully integrating agencies and driving value in them.
SAMY is an exciting proposition for entrepreneurial agency founders looking at the next chapter in their growth journey; a fast-scaling business where they can play a role in something much bigger.
And now, with support from professional investors, SAMY is focusing in on new targets in the US and Europe, what it describes as “anchor” acquisitions that will transform the group.
In short, SAMY’s sights are set on sector leadership. And as social starts to takes its place at the client top table, the future is set to be an exciting one.