Goat is an award-winning global influencer marketing agency. In an era where human and creator-first content reigns supreme, we help brands to harness its power in combination with connected media to build Influence Everywhere. In 2025, The Goat Agency represents over 650 social and influencer experts in 37 markets worldwide. We are globally recognized for our award-winning campaigns and content, and credited for helping to shape the influencer industry into what it is today. Our capabilities have expanded to keep our clients at the forefront of what’s possible within influencer. As a full-service agency, we deliver influencer-first strategy, discovery, campaigns, content, media and commerce for the likes of Mars, Ford, Dell, NIVEA, Natwest, Tesco, Jose Cuervo, IBM and Unilever.
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This week, myself and some of The Goat Agency team had the pleasure of attending IAB's UK Media Upfronts 2025: Hearing talks from global brands like ASOS, Spotify, YouTube, Tripadvisor and Uber about the evolving world of digital advertising and exciting projects coming up was a truly an informative and enjoyable experience! Also thank you to Uber for the gift, protecting my 5 star rating finally paid off🚗 #IABUpfronts #TheGoatAgency
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Spent the last two days at IAB UK’s Media Upfronts, and honestly, what a lineup. My favourite sessions were easily WhatsApp, Tripadvisor, ASOS.com, Uber, Activision Blizzard, and Bauer Media Group. I was pleasantly surprised by how much of an impact radio is still having (audio’s having a real main character moment). And as a gamer, it’s always fun hearing how gaming continues to shape the digital marketing space. A great line from James Chandler at IAB stuck with me: “If you remove the word gaming and tell people you can get an extremely focused and engaged audience with blockbuster-level launches, people would be all over it.” Oh, and I will now be telling everyone I met THE Louis Theroux! So many takeaways, but the biggest one for me was that the most effective media today isn’t just where people spend their time, it’s how deeply they’re engaged when they’re there. Thanks IAB for having us! The Goat Agency #IABUK #MediaUpfronts
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I spent the last two days at IAB UK’s Media Upfronts. It was a brilliant mix of inspiring talks, fresh perspectives, and a stunning performance by Nectar Woode to top it all off. What really stood out was how creators and the power of storytelling sat at the heart of every discussion. Not too long ago, influencer marketing was often treated as a separate category. Now, brands are finally recognising it for what it is; one of the most authentic and effective forms of connection. (shoutout #InfluenceEverywhere The Goat Agency 😉 ) Another interesting thread was the conversation around AI. While there were plenty of jokes about trying not to mention it, it’s clear that when used right, AI can be a powerful tool and an ally, not a threat. (Sorry, but AI influencers can’t replace a real human connection) All in all, it was two days filled with inspiration, bold ideas, and a reminder that while technology will keep evolving, creativity and emotive storytelling will always lead the way.
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Had the pleasure of attending IAB Media Upfronts this week. Was incredible hearing about the upcoming industry changes and innovation across everything from radio to publishing to music (plus much more) and how it’s all leaning towards social and creators. As someone who is at the forefront of creator-led marketing at The Goat Agency, it’s so exciting to see just how central (and important!) social is becoming in the wider media landscape! 👏
Logos are no longer enough. 👖 Consumers are craving a connection to the brands they shop with; they want to know the story behind it, and they want more. In our latest episode of Goat Talks: Fashion, our guests unpack how storytelling and authenticity are reshaping the fashion industry. Consumers no longer just buy into brands; they become part of them. And that shift is changing everything about how marketers think about influence, creativity, and community. Listen/Watch via the link in the comments! 🔗 #FashionMarketing #InfluencerMarketing #SocialMediaTrends #BrandStorytelling #ContentCreators
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Senior Client Partnerships Manager @ The Goat Agency | Social Advertising | Influencer Marketing | Part of WPP
Yesterday marked the end of of IAB UK Media Upfronts 2025… Safe to say there were lots of incredibly insightful talks and interesting people to meet - Professor Green being a personal favourite, and no surprises at who Josh Cole’s favourite was… Meeting people aside, talks from industry giants such as WhatsApp, Activision Blizzard, Spotify, Tripadvisor, Uber and many more all sharing their thoughts on influencers, social media and the digital advertising space, was fascinating to hear. Exciting to see so many brands prioristing influencers and creators as an integral part of their marketing strategies. #IABUpfronts #DigitalAdvertising #InfluencerMarketing
Let’s be honest… no one’s doing it like Alex Cooper. 🎙️ She turned a raunchy podcast into a $124M business, built the Unwell Network, launched her own hydration brand, and now she's launched a Gen Z focused creative agency powered by Google Pixel?! We unpack the rise of Call Her Daddy and how Alex turned chaos into cultural capital! Get ready for: 💡 How Call Her Daddy reshaped female‑led podcasting 💥 The rise of the Unwell Network and its Gen Z focus 🎧 Her biggest brand partnerships with SKIMS, Jimmy Choo & BetterHelp 🏆 What Alex Cooper’s integrity and business strategy can teach creators today ⚽ How she’s investing in women’s sports and expanding her Unwell empire Matthew Wyatt, Piet Dayney, Emily Belle, Molly Griffin #AlexCooper #CallHerDaddy #PodcastMarketing #MarketingInsight
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Really enjoyed attending IAB UK Media Upfronts 2025, hearing loads of great conversations and fresh perspectives on where media’s heading 🫶 🎙️Loved hearing from Bauer Media Group on how radio is evolving and how they’re creating seamless experiences across every touchpoint! 🎧The conversation between Louis Theroux, AJ Coyne (Monzo Bank), and Bridget Evans (Spotify) really spotlighted the power of meaningful partnerships across the influencer space. Also, big shoutout to the ASOS.com team for sharing a look behind the scenes of their iconic campaigns (and for letting us have a go with their Glambot 👀📸🪩). #iabuk #influencermarketing #spotify #asos #bauermediagroup #monzo The Goat Agency
ONE DAY TO GO 🤭🇺🇸 That's right folks, tomorrow is the day of our Raised On Social Live: Desperately Seeking Substance event! We will be diving into how brands can bring storytelling and meaning back to creator marketing and covering: 🎧 Vibes: The 2025 vibe shift and what it means for 2026 🤝 Creators: What makes a credible creator and how to build the right partnerships 🎬 Content: From long-form to episodic 🧠 Media: How AI will shape creator marketing in the years ahead With speakers from Discover, Dell Technologies, YouTube, Keurig Dr Pepper Inc., WPP Media, WhistlePig Whiskey, and more, it’s set to be an unmissable day of insights, ideas, and inspiration. We can’t wait to have these seats filled, see you very soon! 🐐 #RaisedOnSocial #CreatorMarketing #InfluencerMarketing #SocialMediaMarketing #MarketingEvent #NewYork
Day 1 of IAB UK Media Upfronts 2025 🍿 What a day. From messaging innovations to music, audio, and gaming, yesterday gave us a front-row seat (literally) to where digital advertising is heading next. 💬 Meta showed how WhatsApp Business Messaging is redefining brand-customer connections, reminding us why being where your audience is matters more than ever. 🎧 Bauer Media Group spotlighted the power of radio and how it’s expanding into new spaces through podcasts, talent, and creative partnerships. 🎮 Activision Blizzard proved that gaming is no longer an afterthought; it’s one of the most impactful, engaged environments for brands today. 🎵 And with Spotify and Vevo, we saw how fandoms and culture can fuel real performance and measurable brand impact. We can’t wait to see what day 2 brings! Molly Griffin Emily Belle Hannah Ryan Jessica Morris Nadia Al Hallak Molly Collins #IABUpfronts #DigitalAdvertising #MediaUpfronts #SocialMediaMarketing #InfluencerMarketing