The Goat Agency

United Kingdom

2023 was arguably the biggest year in The Goat Agency’s history, kicking off with our record-breaking, news-smashing acquisition by WPP in March. This wasn’t just a big moment for Goat, but for the influencer industry as a whole. We are the first UK-founded influencer agency to be acquired by a holding company, and the scale of acquisition truly demonstrated just how far the industry has come in recent years.

But the best was still to come. In 2023, we won significant new and retained business with the likes of Tesco, Intuit TurboTax, Beiersdorf, Arla and Unilever. We grew the agency from 150 to 350 employees, opened new HQs in London and NYC, and integrated new teams in APAC, EMEA and LATAM (taking us to 34 markets globally). Amongst all this, we grew our client billings by 33%. Goat has established itself as an industry powerhouse, advocating for influencer marketing to be treated as a full-funnel media channel. We’ve developed an industry-first influencer ad solution with Amazon Ads, we’ve become official TikTok partners, we’ve generated huge conversation around the emerging concept of influencer-led retail media, and we’ve published numerous reports, events and thought leadership. And we've daily vlogged it all!