SAMY Alliance Accelerates US Expansion with Strategic Acquisition of Get Engaged in Deal Valued at Over 100 Million Dollars

The global marketing landscape has undergone a significant shift as SAMY Alliance, the Madrid-headquartered social-first agency, announced the acquisition of Atlanta-based Get Engaged. The transaction, valued at more than $100 million, marks a decisive move by the European firm to solidify its footprint in the United States, currently the world’s largest advertising market. This acquisition, structured as a low nine-figure deal involving a combination of cash and equity, brings together SAMY’s extensive international technological infrastructure with Get Engaged’s deep-rooted expertise in American influencer marketing, creator partnerships, and the entertainment sector.

Under the terms of the agreement, Get Engaged will maintain its distinct brand identity and founding leadership while serving as the primary U.S. arm for the SAMY Alliance. This strategic integration allows SAMY to immediately tap into an established portfolio of high-profile American clients and talent relationships, bypassing the logistical hurdles of building a domestic presence from the ground up. The deal comes at a time when traditional advertising models are being challenged by the rapid ascent of social-first distribution, a trend that both agencies have successfully capitalized on over the past decade.

Strategic Framework and Financial Underpinnings of the Acquisition

The acquisition of Get Engaged is the latest and most substantial move in SAMY’s aggressive international growth strategy. Headquartered in Spain, SAMY Alliance has grown into a formidable global entity, reporting a workforce of more than 1,200 employees operating across 22 offices. Their reach spans more than 55 markets, providing a comprehensive suite of services that includes social media strategy, marketing intelligence, research, creative development, and proprietary social technology.

The financial backing for this expansion is rooted in SAMY’s partnership with Bridgepoint, a prominent private equity firm. Bridgepoint first invested in the agency in 2023, subsequently increasing its stake in February 2025 to become the majority shareholder. This influx of capital was specifically earmarked for geographic expansion and the acquisition of specialized agencies that complement SAMY’s technological core. The $100 million valuation of Get Engaged reflects the premium currently placed on agencies that can bridge the gap between cultural relevance and data-driven marketing.

Get Engaged, founded in 2016 by Alex Dermer, Cam Fordham, and Ben Hiott, has demonstrated rapid scalability within the U.S. market. From its headquarters in Atlanta, the agency expanded to New York, Nashville, and Los Angeles, growing its staff to over 120 specialists. By specializing in the intersection of entertainment and social commerce, Get Engaged carved out a niche that traditional "Big Six" advertising holdings have often struggled to replicate.

Chronology of Growth: From Boutique Agency to Global Powerhouse

The timeline leading to this acquisition illustrates a broader trend of consolidation within the creator economy. SAMY’s journey began with a focus on social listening and technology-driven insights in Europe. As the agency matured, it recognized that technology alone was insufficient without localized creative execution.

In 2025, SAMY acquired the German social-first agency Intermate, which provided a stronghold in the DACH region (Germany, Austria, and Switzerland). Following this success, the agency turned its attention to the North American market. The appointment of Anabela Bonuccelli as SAMY’s U.S. Managing Director earlier in 2025 signaled the beginning of this domestic push, coinciding with major global account wins such as Unilever Foods and Barilla.

Parallel to SAMY’s European ascent, Get Engaged was redefining how American brands interact with celebrities and creators. Their breakthrough came through a series of campaigns that prioritized social distribution over traditional television spots. By 2026, the agency had become a go-to partner for brands looking to navigate the complex social ecosystems of TikTok, Instagram, and YouTube. The culmination of these parallel trajectories resulted in the current merger, positioning the combined entity to manage multi-market campaigns with local precision.

Analysis of the Social-First Shift in Advertising Expenditure

The acquisition is underpinned by a fundamental change in how global brands allocate their marketing budgets. Data from WARC Media indicates that global advertising expenditure is projected to reach $1.3 trillion by 2026. Within this massive spend, social platforms are capturing a disproportionate share of growth. As consumer attention shifts away from linear television toward fragmented social feeds, brands are seeking agencies that understand the nuances of creator-led content.

The "social-first" philosophy championed by SAMY and Get Engaged is exemplified by recent high-profile campaigns. For instance, during the 2026 Super Bowl period—a time traditionally dominated by multi-million dollar 30-second TV commercials—Get Engaged executed a campaign for DoorDash featuring the rapper 50 Cent. Instead of a standard broadcast placement, the campaign was engineered for social virality, leveraging the artist’s cultural persona to drive engagement directly on digital platforms.

Similarly, the agency’s work with creator Alix Earle for Carl’s Jr. during the 2025 Super Bowl window demonstrated the efficacy of talent-led distribution. These campaigns suggest that for a growing number of brands, the goal is no longer just "reach," but "relevance" and "resonance" within specific online communities. By acquiring Get Engaged, SAMY gains an agency that has mastered the art of the "social moment," providing a creative counterweight to SAMY’s analytical and technological strengths.

Leadership Continuity and Operational Integration

A critical component of the deal is the retention of Get Engaged’s original leadership. In many agency acquisitions, the departure of founders can lead to a loss of institutional knowledge and client trust. SAMY has opted for a "stability-first" integration model. Alex Dermer will transition into the role of CEO for the U.S. operations, while co-founders Cam Fordham and Ben Hiott will remain in key leadership positions.

The founders will also maintain a meaningful equity stake in the combined business, ensuring their interests remain aligned with SAMY’s long-term global objectives. This structure is intended to preserve the "entrepreneurial DNA" of Get Engaged while providing them with the resources of a global network.

Cam Fordham, co-founder of Get Engaged, noted that the deal allows the Atlanta-based team to access SAMY’s proprietary technology and international reach. This is particularly relevant for Get Engaged’s clients, such as Universal Music Group and EA, who increasingly require campaign execution across multiple continents. Conversely, SAMY’s existing European and Latin American clients now have a direct, sophisticated gateway into the U.S. entertainment and creator markets.

Broader Implications for the Global Agency Landscape

The SAMY-Get Engaged deal is a bellwether for the future of the agency model. Traditional holding companies are facing pressure from nimble, specialized firms that can move at the speed of social media trends. By combining the scale of a global network with the agility of a social-first boutique, SAMY is positioning itself as a legitimate alternative to legacy firms like WPP or Omnicom.

For multinational brands, the primary benefit of this merger is the reduction of friction in global campaign management. Historically, a brand would have to hire a global strategy agency and then multiple local "boots on the ground" agencies for execution. The SAMY Alliance aims to provide a unified solution: international planning and data analytics paired with local creator relationships in every major market.

However, the success of this strategy hinges on the effective integration of disparate company cultures and technological platforms. The challenge for SAMY CEO Juan Andrés Elhazaz Walsh will be to harmonize the Madrid-based technology stack with the Atlanta-based creative process without stifling the innovation that made Get Engaged an attractive target in the first place.

Future Outlook and Market Positioning

As the marketing industry moves toward the second half of the decade, the emphasis on "marketing intelligence" and "social technology" will only intensify. SAMY’s investment in these areas, combined with Get Engaged’s talent-wrangling capabilities, creates a robust defense against the commoditization of social media management.

The acquisition also highlights the growing importance of the "creator economy" as a pillar of corporate strategy. No longer relegated to small experimental budgets, creator partnerships are now central to the product launches and brand positioning of companies like DoorDash, EA, and Sazerac. By securing a dominant position in the U.S. through Get Engaged, SAMY Alliance is betting that the future of advertising is not just social, but creator-led and entertainment-driven.

While the precise financial details remain undisclosed beyond the "low nine-figure" estimate, the strategic intent is clear. SAMY Alliance has moved from being a regional European player to a global contender with a formidable presence in the world’s most lucrative market. The industry will now be watching closely to see if this combined entity can deliver on the promise of a truly global, social-first agency network that can rival the established giants of Madison Avenue.