Social Rocket
SAMY is acquiring the US social and influencer agency Get Engaged. The deal combines cash and shares and is valued by media reports in the low nine-figure range. Get Engaged will keep its brand and is set to operate as SAMY's US arm.
Get Engaged keeps its brand and leadership team
Get Engaged was founded 2016 and today employs more than 100 people in Atlanta, New York, Nashville and Los Angeles. Its clients include DoorDash, Sephora, Raising Cane's, Universal Music Group, EA and Perplexity.
The three co-founders Alex Dermer, Cam Fordham and Ben Hiott remain with the company. Dermer takes on the CEO title. According to ADWEEK, the founders also retain a significant stake in the combined company.
Fortune describes the transaction as a deal in the low nine-figure range. That would put the value at at least 100 million US dollars. The exact sum has not been officially disclosed by the companies.
Why the deal matters for the creator economy
Get Engaged specialises in social-first campaigns, talent partnerships and creator marketing. Publicly visible work includes social campaigns around Alix Earle for Carl's Jr. and a DoorDash campaign running 50 cents ahead of the Super Bowl.
The acquisition shows that creator and social expertise is increasingly being treated as its own infrastructure by larger agency groups. Brands are now more often building creator content as a reusable paid media component. This is also illustrated by the Microsoft case with 42 creators and 69 assets in six weeks.
In parallel, specialised production models are emerging, such as the UGC studio from Fat Earth. The upfront model for creator deals also aims to make budgets and inventory more plannable.
SAMY strengthens its position in the US
SAMY was founded in Madrid and is already active in Europe, North America, Asia and Latin America. Get Engaged brings a significantly stronger US presence and an established network of creators, talent and brand relationships.
For German marketers, the transaction is primarily interesting as a market signal: social-first agencies are no longer judged merely as production partners. Data, creator networks, paid social, social commerce and cultural distribution are increasingly being integrated into larger agency platforms.
This fits the broader budget shift towards social and influencer. Campbell's, for example, plans to move a large share of its working media budget into digital channels including social media and influencers.
What brands can take away from this
The transaction changes little for German campaigns in the short term. It does, however, show where agency models are heading: creator strategy, content production, paid amplification and social commerce are increasingly being bundled under one roof.
For brands, this increases the pressure not to treat creator programmes as individual collaborations. What will matter are repeatable production processes, clear usage rights, reliable measurement, and how creator assets are reused in paid media.