Data-Driven Marketer SAMY Buys Content Lab

Madrid-based digital marketing group SAMY Alliance, the parent of British-based research firm Capture Intelligence, has acquired US-based influencer marketing and data-driven content creation company Content Lab, a specialist in emerging platforms and certified global partner of TikTok.

Founded in 2013 as Samy Road, SAMY uses research to guide the creation and targeting of more impactful content, and has around 600 staff in fifteen countries. Last year it acquired Helsinki-based social media agency Kurio and Bogota firm MDS. The latest buy takes it past the EUR 100m revenue mark: Content Lab was founded in 2020 by Allen Loh, Amy Xie and Zach Thorne, and specializes in user-centric, data-driven content creation. The California-based agency employs around 60 people across 9 countries.

SAMY CEO Juan Andres Elhazaz (pictured) states: 'SAMY's mission is to make brands matter, creating brand relevance in a social-first world leveraging on our unique capability to deliver intelligence-fueled impactful creativity. The acquisition of Content Lab is a key stepping stone towards delivering this mission'. Allen Loh, General Manager of Content Lab, comments: 'Becoming part of SAMY Alliance is an extraordinary milestone for Content Lab. SAMY's visionary approach, global reach, and data-driven strategies perfectly complement our mission to create impactful content for brands' relevance'.

Web site: www.samy.com/en .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.