Samy isn’t your 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 have 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 around 300 employees in 2021 to having more than 900 today, spread across 15 offices. Operating in 55 markets, its clients include North Face, Peta, Microsoft, Diageo and L’Oreal. Private investment company Bridgepoint recently took a majority stake in the business too.