Grindr has named SAMY its agency of record for U.S. and global Influencer Marketing, following a competitive pitch. The dating app, which serves the international GBTQ+ community, also appointed SAMY as its social media agency across Latin America in a separate brief.

SAMY will lead Grindr’s influencer strategy and execution, with a focus on strengthening brand reputation within GBTQ+ communities. The scope covers always-on editorial storytelling, community-led activations, and major cultural events in the U.S. and globally, as part of Grindr’s push to play a more active role in creating and amplifying moments alongside creators and influencers.

The partnership has already run through its first major test. SAMY supported Grindr’s global Pride tour and “Grindr Presents: Madonna’s Confessions II Live in NYC,” a surprise pop-up concert in Times Square tied to the singer’s new music. The activation, built on a tight timeline, combined pre-event creator livestreaming, on-the-ground storytelling, and amplification support, generating 3.2 million video views and more than 174,000 social media engagements.

Under the Latin America brief, SAMY will work on increasing Grindr’s brand engagement and relevance across the region, with content built around local GBTQ+ identities and cultures. The agency’s immediate focus is Mexico and Brazil, including local IP development and Pride programming.

“Grindr has a unique and important legacy in gay and queer culture,” said Dee Nuncio, VP and Head of Strategy at SAMY. “The opportunity is to build on that equity, working with the community to create content that features their lived experiences. That requires a deep understanding of the conversations, creators, and cultural moments shaping these GBTQ+ communities.”

“Gay culture moves fast, and the most resonant content starts with a deep understanding of what our community is talking about, sharing, and shaping,” said Benjamin Cooper, Director of Consumer Content at Grindr U.S. “SAMY showed a clear understanding of the role of influencers and creators within these communities and how we can turn major moments as well as everyday interactions into stronger connections with our users.”

Igor Carvalho, Grindr’s International Marketing Manager, added that the Latin America partnership gives the brand “the local insight and social expertise to keep building the Grindr brand genuinely alongside the communities we serve.”

The Grindr mandate adds to a run of account wins SAMY has landed in 2026, following a year focused more heavily on acquisitions in 2025. The Madrid-founded agency, majority-owned by private equity firm Bridgepoint and operating across more than 55 markets, picked up Unilever’s Foods business in March and Barilla’s global Influencer Marketing partnership in April before expanding its remit with longtime client The North Face in September. SAMY also closed a reported low nine-figure deal to bring on Atlanta-based Get Engaged, a move positioned to anchor the agency’s U.S. expansion. Grindr now joins a client roster that, alongside the new additions, includes L’Oréal, Diageo, Microsoft and Red Bull.

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