Agency

The North Face Expands SAMY Remit to Lead European Influencer Strategy

Published on September 25, 2026

The North Face has appointed SAMY, the global social-first agency that already serves as its social media agency of record, to lead its influencer management strategy and execution across Europe, uniting social and influencer activity under a single agency partner. The expanded remit covers the UK, Germany, France, and Italy.

The appointment builds on a relationship that began when SAMY refreshed The North Face’s social media strategy in December 2024. Paul Hickey, Managing Director at SAMY UK, said the agency has worked with The North Face for “nearly a decade,” and called the new mandate a reflection of “the strength of the relationship we’ve built and The North Face’s confidence in our integrated approach to social and Influencer Marketing.”

Under the deal, SAMY will handle creator identification and management, local cultural intelligence for campaign planning and talent activation, and governance frameworks to measure performance consistently across markets. The agency will rely on its Maia platform and Global Discovery Network, drawing on creator profiles, audience signals and performance data, alongside human editorial review, to match talent to campaigns in each market.

Stephanie Zogg, Senior Manager of Brand Communications EMEA at The North Face, said the brand wanted “a partner that combines strategic thinking with the local insight needed to make those relationships meaningful,” adding that SAMY gives the brand “the intelligence, technology and market expertise to build creator partnerships that are relevant to local audiences while staying true to our global brand.”

The North Face appointment extends a run of major account wins for SAMY in 2026. In March, Unilever selected the agency to lead global influencer strategy for its Foods business group across 13 markets, anchored by the Hellmann’s and Knorr brands. In April, Barilla Group named SAMY its global Influencer Marketing partner, with the mandate already active across Italy, Brazil, Germany and Switzerland for the Barilla brand and Sweden, Denmark and Italy for its Wasa brand. SAMY’s client roster also includes L’Oréal, Diageo, Microsoft and Samsung.