The Goat Agency has hired Bryce Adams as U.S. Influencer Lead, the WPP Media-owned influencer agency announced. 

Adams joins from Open Influence, where he served as Senior Vice President of Partnerships. Before that, he spent six years at Captiv8 leading brand strategy and success.

In the new role, Adams will report directly to Global President Alex Burgess and lead Goat’s continued U.S. expansion under the agency’s “Influence Everywhere” mission, which it launched in 2025 to scale influencer content across more markets, platforms, and media placements.

“In 2026, creator marketing is finally regarded as an integral part of the marketing mix, not just as an add-on,” Adams said. “I’m particularly excited about the Influence Everywhere mission and the team’s ambition to continue pushing the boundaries of what’s possible in influencer through AI, Goat’s proprietary data technology, IBEX, our advanced capabilities through the WPP network.”

“We’re at an inflection point in both our agency’s growth and the Creator Economy as a whole,” said Burgess. “The industry grew by around 36% last year according to the IPA and continues to expand rapidly, particularly in the U.S.”

Goat currently employs more than 750 people across 41 markets and has maintained a U.S. presence since 2019. The agency was acquired by WPP in 2023 to become part of GroupM, now rebranded as WPP Media. Goat’s client roster includes Dell, EY, Proximo Spirits, Ragú, and Spectrum Brands.