Sprinklr has expanded its global strategic partnership with SAMY, a social-first agency with more than 1,000 employees operating across 20 offices in 55 markets. The collaboration combines Sprinklr’s unified customer experience management platform with SAMY’s marketing expertise to deliver integrated solutions for brands.

The relationship between the two companies has gone from project-based support to a strategic, regionally integrated partnership, according to Nathan Townsend, Chief Partnership Officer at SAMY. The expanded agreement brings together Sprinklr’s AI-native platform with SAMY’s capabilities in implementation, audits, managed services, and creative performance.

SAMY’s platform-certified team provides Sprinklr platform and customer experience ecosystem expertise through a joint go-to-market strategy and integrated delivery model. The partnership aims to accelerate growth and improve customer outcomes through scalable solutions.

Diageo Case Study

The partnership’s application is demonstrated through work with Diageo, which faced challenges tracking cultural, consumption, and category trends across global markets. SAMY and Sprinklr developed a Foresight System for the beverage company, converting social conversations into actionable insights for product, marketing, and business strategy.

Using Sprinklr’s social listening capabilities, the collaboration creates a real-time global insights environment for Diageo. The system surfaces cultural shifts, identifies opportunities, and guides innovation from flavor development to communication strategy.

Technology and Service Integration

Sprinklr’s platform provides solutions for social media management, marketing, advertising, customer feedback, and omnichannel contact center management. The company serves 1,900+ enterprises, including Microsoft, P&G, Samsung, and 60% of the Fortune 100.

“Customers today demand that brands be everything, everywhere, all at once,” Nunzio Mirtillo, Sprinklr SVP for EMEA (Europe, Middle East & Africa), said in a statement. The partnership addresses brand challenges in unifying data, strategy, and execution.

Nathan Townsend, Chief Partnership Officer at SAMY, added, “By bringing together Sprinklr’s powerful AI-native platform with SAMY’s end-to-end marketing expertise, we’re able to deliver human-first experiences that drive real business impact. This new chapter marks a shift from tactical support to a strategic, regionally integrated partnership that empowers brands to understand better and engage their customers.”

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