Source: Fortune
Summary
Get Engaged, a social-first marketing agency, has partnered with SAMY in a low nine-figure deal, valued at least $100 million. The deal includes stock and cash, with cofounders staying involved. The agency, known for viral campaigns like Carl’s Jr.’s “hangover burger” and DoorDash’s “Beef 101,” has grown rapidly, now employing over 100 people. The partnership aims to scale further, with no layoffs expected. The deal closed on Sept. 30, and Dermer will take the CEO role.
Our Reading
The numbers tell one story.
Get Engaged grew from a side hustle to a 100-employee agency in six years.
Its viral campaigns for DoorDash and Carl’s Jr. were social-first, not TV.
The deal with SAMY is a $100 million-plus acquisition with founders staying.
It’s a bet on social media’s future, not TV’s past.
Author: Evan Null
From Facebook side hustle to virality
Get Engaged started in 2016 as a side hustle, with cofounders working full-time jobs while monetizing celebrity Facebook pages. The trio—Cam Fordham, Ben Hiott, and Alex Dermer—built the agency around the question: What does a marketing agency look like in 15 years?
Early clients included Atlanta hip-hop artists like Waka Flocka Flame and T.I., whom the team helped with meet-and-greets and tour merchandise. The founders saw a shift in how brands marketed themselves, especially during the pandemic.
As digital advertising grew, Get Engaged moved clients to TikTok and other platforms, helping them reach broader audiences. The agency’s growth tracked the broader shift in advertising, with social media overtaking paid search as the largest ad channel.
By 2026, Get Engaged had over 100 employees and a client list that included Fortune 500 brands like DoorDash, Universal Music Group, and EA.
The agency’s viral campaigns, like DoorDash’s 50 Cent ad, showed the power of social-first marketing, which bypassed traditional TV for online engagement.
Why SAMY
The founders said they weren’t looking to be fixed but to connect. SAMY, a global social-first marketing company, stood out for its scale and reach. The Madrid-founded company has 1,200 employees across multiple continents and is majority-owned by private equity firm Bridgepoint.
Get Engaged will operate as SAMY’s U.S. arm, with the brand name remaining. Cofounders of SAMY, Patricia Ratia Garcia-Oliveros and Marta Nicolas, were seen as a good cultural fit. Dermer emphasized the human connection in marketing, saying it’s essential for real impact.
The partnership is not a rescue but a strategic move to scale. The founders believe in the future of social media and the power of online content to drive culture.
Get Engaged’s growth from a side hustle to a major agency shows how quickly the marketing world is changing, with social media leading the way.
The deal with SAMY is a sign that the future of marketing is digital, not traditional, and that companies are betting big on social-first strategies.
Why the deal matters
The $100 million-plus deal shows that social media marketing is not just a trend but a long-term investment. Get Engaged’s success in creating viral content for brands like DoorDash and Carl’s Jr. proves that social-first campaigns can outperform traditional TV ads.
With SAMY’s global reach, Get Engaged can now expand beyond the U.S. and tap into international markets. The partnership also gives the agency more resources to develop new strategies and campaigns.
For brands, the deal means more access to a marketing agency that understands how to create content that spreads online. It’s a shift from traditional advertising to a more dynamic, real-time approach.
The move reflects a broader trend in the advertising industry, where companies are moving away from linear TV and toward digital platforms like TikTok and Instagram.
As more brands invest in social media, agencies like Get Engaged are becoming more valuable. Their ability to create content that resonates with audiences is a key factor in their success.
The future of advertising
As ad spend continues to shift from TV to digital, agencies that can create viral content are in high demand. Get Engaged’s partnership with SAMY is a sign that the future of advertising is digital, social, and fast-paced.
With the rise of platforms like TikTok, brands are looking for ways to connect with younger audiences. Social-first marketing agencies are better positioned to do this than traditional ad agencies.
The deal also highlights the growing importance of content that spreads organically online. Brands are no longer just buying ad space—they’re investing in content that can go viral and reach millions of people.
As the advertising industry evolves, agencies that can adapt and innovate will thrive. Get Engaged’s growth and partnership with SAMY show that the future of marketing is in the hands of those who understand the power of social media.
With more brands moving away from traditional TV, the demand for social-first strategies will only continue to grow. Agencies that can deliver results in this space will be the ones that succeed in the long run.
What it means for brands
For brands, the rise of social-first marketing means new opportunities to connect with audiences. Agencies like Get Engaged are helping brands create content that resonates and spreads online, rather than relying on expensive TV ads.
DoorDash’s 50 Cent campaign is a prime example of how social-first strategies can generate massive engagement and media coverage. The ad didn’t need a Super Bowl spot to be successful—it went viral on its own.
This shift in strategy shows that brands are no longer just looking for visibility—they’re looking for impact. Social media allows brands to create conversations and build relationships with their audiences in real time.
As more brands adopt this approach, the role of traditional ad agencies is being challenged. Social-first agencies are proving that they can deliver better results at a lower cost.
For companies like Get Engaged, the partnership with SAMY is a way to scale and reach new markets. It also shows that the future of advertising is in the hands of those who can create content that people want to share and talk about.
