SAMY Alliance has acquired US-based Content Lab, a digital advocacy agency specialising in emerging platforms and a certified global ecosystem partner of TikTok. This acquisition marks another step in SAMY’s ongoing expansion, following its recent purchases of Helsinki-based Kurio and Bogotá-based MDS.
Founded in 2020, Content Lab has built a strong reputation in social media marketing, particularly on TikTok. The California-based agency focuses on user-centric, data-driven content creation and influencer marketing, empowering brands to foster trust, drive engagement, and boost conversions across social networks.
Joining SAMY Alliance provides Content Lab with access to a global network and advanced tools, enabling new opportunities for growth and innovation. With a team of 60 operating in nine countries, Content Lab brings significant expertise to SAMY’s capabilities in the rapidly growing social commerce sector, projected to reach $7 trillion by 2030.
Allen Loh, general manager of Content Lab, commented: “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. Together, we’re set to unlock incredible opportunities for our clients and partners.”
SAMY Alliance, established in 2013 as SamyRoad, has grown into a network of 600 professionals across 15 countries. Supported by investment firm Bridgepoint, the agency serves clients such as L’Oréal, IKEA, and Microsoft. With three-quarters of its revenue now coming from international markets, the addition of Content Lab helps SAMY surpass €100m in annual revenue for the first time.
Juan Andrés Elhazaz, CEO of SAMY Alliance, said: “Social is a strategic marketing discipline fast becoming the heart of today’s marketing mix. At a time when connection is most important, relevancy becomes essential. The acquisition of Content Lab is a key stepping stone in our mission to make brands matter by delivering intelligence-fueled impactful creativity.”
Content Lab’s presence in the US and Asia-Pacific strengthens SAMY Alliance’s ability to grow in these critical markets. Its expertise in TikTok marketing positions the group to lead in the social commerce revolution, enabling clients to leverage the platform’s cultural and economic potential.
Progress Partners acted as the exclusive financial advisor to Content Lab in the transaction.
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