Social-first marketing group SAMY Alliance continues its European expansion strategy with the acquisition of Amsterdam-based social media agency team5pm, marking another transaction in the surging creator economy M&A market.

The Madrid-headquartered SAMY, which operates globally with 20 offices serving 55 markets, is adding team5pm’s operations in Amsterdam, Stockholm, Cape Town, and Warsaw to its network. The acquisition follows SAMY winning L’Oréal Benelux’s influencer marketing contract for the Netherlands in August, which team5pm was slated to handle.

team5pm’s existing leadership, including CEO Jelmer Wind, Tom Schoufs, Ronen Wolf, and Frank de Wit, will acquire stakes in SAMY and remain active in the business. The agency will retain its name for the immediate future.

“We share the vision to lead the evolution of brand communication in a social-first world, combining creativity with data, unique platform and format expertise, and proprietary technology,” Juan Andrés Elhazaz Walsh, SAMY CEO since March 2024, said in a statement.

team5pm specializes in influencer marketing on YouTube, long-form content, and social Search Engine Optimization with a data-driven approach. Following the acquisition, team5pm will gain access to SAMY’s technologies, social listening tools, and specialized AI team.

“The industry is changing rapidly. Social media, influencers, and technologies like AI are changing the way we work and increasing the demand for integrated solutions internationally,” stated Wind. “By joining forces with SAMY, we can realize our vision and make an impact on a larger scale.”

Broader European Expansion

The deal follows SAMY’s April acquisition of German social media and influencer marketing agency Intermate, which added 250 employees across Berlin, Hamburg, and Cologne. That transaction, also backed by majority shareholder Bridgepoint Group, strengthened SAMY’s position in the DACH region (Germany, Austria, and Switzerland).

With an established presence now in the UK, Iberia, Italy, Germany, and the Netherlands, SAMY continues to build its European network in the social-first marketing sector.

Creator Economy M&A Surge

The acquisition occurs amid significant growth in creator economy M&A activity. According to Quartermast Advisors’ “2025 H1 M&A Report,” transaction volume jumped 73% year-over-year in the first half of 2025, with 52 deals completed.

Influencer marketing agencies remain in high demand, particularly among traditional agency groups. The report documents seven agency acquisitions in the first half of 2025, including SAMY’s acquisition of German agency Intermate.

Software companies were the most sought-after targets, accounting for 26.9% of first-half transactions, followed by media properties (19.2%), and agencies and talent management firms (13.5% each).

British private equity investor Bridgepoint Group, SAMY’s majority shareholder since February 2025, supports the company’s international growth strategy. SAMY reported annual turnover exceeding €100 million (approximately $100 million) in 2024.

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