SAMY Alliance Eyes Growth in US With Hire of ex-Dentsu C Suite Executive for M&A Drive

Sep. 10, 2024

SAMY Alliance, the fast-growing social-first agency group has appointed former Dentsu C suite executive, John Santiago as Chief Corporate Development Americas, based in New York and with a specific focus on M&A. 

The newly created role is a show of ambition for the 500-person-strong tech and data enabled group, as it looks to expand further in the US region and build its range of services, in tandem with an ongoing acquisition drive across Europe and in the UK.

Santiago will report to Juan Andres Elhazaz, CEO at SAMY Alliance. He will work closely alongside a six-strong M&A team, led out of Madrid by Rocío Lama, Head of Strategy & Corporate Development, tasked with delivering on a target revenue of €100m ($107m) by the end of 2024 via acquisitions and organic growth. Santiago is the second US-based hire working to an M&A remit.

Earlier in his career, Santiago founded and grew M8, a digital marketing agency which became a globally recognized partner for the world's biggest brands including General Mills, Sony, Marriott Hotels and global Fortune 500 companies. He cut his M&A teeth at M8, identifying targets and closing deals to grow the agency.

After the acquisition of M8 by Dentsu in 2018, Santiago continued to serve as its CEO, whilst also assuming the role of chief client officer, Dentsu Creative Americas. He also held a M&A remit focused on identifying targets throughout the Americas. At this time, he decided to build on his practical experience by studying for an executive MBA at Columbia in M&A, Venture Capital and Private Equity.

Juan Andres Elhazaz, CEO at SAMY Alliance commented on John Santiago's appointment: 

"The US is a key element in our global expansion plans.  Our growth trajectory in Europe has been extremely fast-paced and we have been recognized in the Financial Times Fastest Growing Companies list for the fifth consecutive year. Now is the time to approach the US with a similar drive and ambition, identifying a substantial anchor transaction in the States to round out our global strategy. We have a laser focus on becoming a leading social-first agency group, partnering with the world’s most recognizable brands who are seeking a modern social-first marketing group. With John leading our growth and M&A efforts in the States, we are in a good position to deliver on this."

 

SAMY Alliance started its international expansion in 2019 with the acquisition of UK based SHARE Creative, an agency combining creativity and intelligence, which it placed alongside SamyRoad, the group’s founding agency, launched in Madrid in 2013. Since then, SAMY Alliance has acquired AnyGivenDay and Nobox, US based creative social agencies, with a blue chip client base including Netflix, Reebok, Microsoft, Diageo, and The North Face. Most recently it acquired Kurio, an award-winning Finnish social media and creative agency and the social media and performance portfolio of MDS, an award-winning digital agency headquartered in Colombia . Today, three-quarters of SAMY Alliance revenue comes from international markets.  

Speaking about his strategic role with SAMY Alliance, Santiago remarked:

"What impressed me most about the group is its approach to the modern marketing brief. Because it was born social first, it is unencumbered by legacy brands and services, allowing it to be agile and innovative in its offering. Years ago, when I founded my previous agency, I witnessed how legacy agencies clung to outdated mindsets and rested on their current revenue structures, convinced that digital would remain a niche. Yet, agencies like mine began capturing a growing share of marketing budgets by embracing an approach focusing on where to capture the most consumer attention. Our industry is constantly evolving, and now, it's the moment for social-first agencies to step up as the leading partners for ambitious brands, driving modern marketing strategies at the forefront."

 

Elhazaz concluded:

“Until now, we have been operating largely under the radar despite our significant growth, and the appointment of John is a firm statement of intent. We want the world to know that SAMY Alliance is a natural home for fast-growing entrepreneurial agencies looking for the next stage in their journey. It’s a place where ambitious founders can be part of an exciting group and play a significant role in their and its growth journeys.”