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Social Commerce and the future of brands by Patricia Aragón

You’re probably not associating Tupperware with Brownie Wise, the first female influencer of the 1950s who collaborated with the brand to earn the trust of all Americans by showcasing the utility of the brand and its flagship product. Product recommendations through social interactions have evolved with the changing consumer behavior, adapting to new platforms and

The Evolution of Creativity in an Content-Saturated World, by Santiago Lucero

In a world where consumers are constantly bombarded with information, brands face the challenge of capturing and maintaining attention. To achieve this, it is essential to adapt the creative approach, offering relevant and personalized content that responds to the needs and tastes of users; this requires deepening the brand-user relationship and understanding how creativity generates

Are brands neglecting organic communities?

Along with our sister agency, SHARE Creative, a data-driven creative agency, we launched our latest whitepaper, the first of its kind featuring a proprietary methodology to analyse the true effectiveness of community management (CM), and advise marketers on how to engage authentically with audiences and highlights the relevance of organic communities. Until now, there have

Welcome, Santi Lucero, to the SAMY Alliance family!

We’re thrilled to announce the addition of Santi Lucero as our new Global Creative Director. In a world where creativity is the cornerstone of marketing, we’re delighted to welcome someone with Santi’s experience and passion to our leadership team. Santiago has had an extensive career in creativity, including roles such as Regional Creative Director for

BIG NEWS: New year, new CEO, new agencies join the alliance

We are really proud of closing 2023 with a resounding success: €63 million in turnover, marking an impressive 20% increase compared to the previous year, a figure that corroborates the company’s excellent performance in a year in which the growth of the global economy was 2.4%. Despite the economic situation, we consolidate our position as

MARKETING TRENDS FOR 2024

As we approach the end of the year, we decided to run for the second time a series of surveys and data research to create a “Marketing Trends” study for 2024, highlighting key insights that will shape the advertising landscape in the coming year. Drawing on the expertise of over 65 marketing leaders from renowned

The AI role in brands strategies: the future is now

How to integrate AI in a brand’s communication, going beyond the customer service experience and how can impact your profit? – Let’s deep in Artificial Intelligence (AI) is no longer a futuristic concept, but a reality that has already transformed the way we live and work. From virtual assistants like Siri and Alexa to self-driving

What’s going on with Snapchat?

A well-managed and user focused strategy We can say, with absolute confidence, that you all have heard or even grew up with Snapchat. It came out in 2011 and became a huge success among teenagers and young adults, allowing this first concept of fast, easy going and fun content that will disappear in 24h or

Samy Alliance is in Financial Times list of Fastest Growing Companies, for the fourth consecutive year

The Financial Times has published their annual list of European companies with the fastest growth, listing made with Statista, and Samy Alliance is among the top 1000 Needless to say we are more than just proud of this achievement! Either way there are some of the highlights we can mention, contrasted to last year: The

Marketing in 2025: Embracing the Change

As ever, marketing in 2025 continues to evolve rapidly. Driven by new technologies, shifting consumer needs, and a demand for greater authenticity. This report explores the pivotal trends shaping the year ahead, equipping brands with insights to navigate and thrive in this fast-changing landscape. Firstly the role of a Marketer in 2025 will evolve –

Vote for SAMY at SXSW London 2025!

SXSW London, happening from 2–7 June 2025, is a unique event showcasing brave ideas, groundbreaking research, and transformative solutions. At SXSW, the public plays a key role in shaping the agenda—from proposing sessions to voting for the ones they want to see. SAMY is proud to present a lineup of innovative sessions designed to inspire,

Samy’s AI guiding principles

At Samy Alliance, we recognize that AI is transforming the way agencies operate, but it’s crucial to approach this shift with responsibility and transparency. That’s why we’ve developed our AI guiding principles – to provide a clear framework that ensures our use of AI is both ethical and aligned with our core values. These principles aren’t

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