When will a social agency win agency of the year?
Creative Review interviews Alex Hill, SAMY’s CSO.
SAMY is not a traditional agency. Being social-first, where content is often measured in seconds, rather than minutes or hours, spending six months on one film just isn’t on the cards – and is also far from the only place for creativity to thrive today.
Speaking as he settles into his new role, and after Samy’s previous alliance of eight independent agencies has joined under one name, Samy’s chief strategy officer, Alex Hill, explains that a common belief for them all is that the traditional consumer has died out. Social has evolved this new person, and the way they’re interacting with brands and creativity broadly is changing. We’re an agency that’s built for that environment.”
What that agency looks like is young and growing. SAMY’s constituent agencies are all around 10-12 years old, and its workforce today is “digital first, pretty young, and 69% female”, Hill says. It has grown from approximately 300 employees in 2021 to over 1000 today, with offices located in 15 different locations. Operating in 55 markets, its clients include The North Face, PETA, Microsoft, Diageo, and L’Oreal. Private investment company Bridgepoint has also taken a majority stake in the business.
Good Sh*t for PETA is one of SAMY’s most awarded creative campaigns.
