Radox Appoints SAMY as Social Agency of Record

Apr. 20, 2026

Radox, the UK’s much-loved bath and shower brand, has appointed global social-first agency SAMY as its new retained social agency following a competitive pitch.

The appointment signals a strategic shift in how Radox approaches social, with the brand transitioning from broad audience targeting to a more long-term, agile, and creator-led strategy.

SAMY will lead always-on social channel management on Instagram and TikTok,  delivering consistent organic content, active community management, influencer marketing support, and culturally relevant engagement designed to drive consideration, connection and long-term relevance.

This includes content around key Radox tentpole moments, such as the London Marathon, paired with ongoing social listening and monthly performance reporting to ensure Radox can consistently connect with audiences while remaining responsive to trends and moments in culture.

At the heart of the partnership is an alignment with how audiences behave, connect and engage across platforms today. Rituals around wellbeing, recovery and ‘resetting’ are increasingly played out through user-generated content (UGC), community conversation and shared experiences across the social universe.

SAMY’s deep social-first understanding goes beyond surface-level audience listening; it leverages the agency’s tech capabilities and talent to apply a social-first lens to consumer and cultural insight. This approach helps Radox capture how micro-communities form, how sentiment shifts, and where meaningful connections are built.

For Radox, these micro-communities in particular include Strava users during the upcoming Marathon season, where SAMY will extend into a broader influencer-led activation programme all year round. 

Partnering with SAMY allows the brand to understand the different motivations and behaviours shaping this group and beyond, while recognising the shared social language that connects them, so that it shows up in ways that feel native to each space.

Paul Hickey, Managing Director at SAMY, said: 

“People don’t experience Radox in one way or in one place, and that means relevance can’t be built through one-off campaigns and broad audience targeting alone. This makes social activity for the brand both incredibly powerful and easy to get wrong. The opportunity is in understanding the cultural contexts behind how and why people use Radox. By utilising our proprietary technology, SAMY will unlock relevance for the brand across the social universe, reflecting how moments of reset, recovery and care are actually shared and experienced in real life. It’s rare to work with such an iconic brand at a point where it’s ready to rethink how it connects with people.”