Founded in 2013, Samy is headquartered in Madrid and has offices in 14 countries in Europe, the UK and the Americas. The group’s services include research and market intelligence, data and analytics, social media, digital content and public relations.

Samy’s businesses include UK-based research agency Capture Intelligence, marketing business Share Creative, and paid media agency Thyga.

The group is backed by private equity investment from Bridgestone and Aurica Capital.

Kurio, founded in 2012, has worked with clients including Microsoft, Unilever and Accenture. 

The terms of the deal were not disclosed. The addition of Kurio will expand Samy’s geographical footprint into the Nordic region.

Patricia Ratia, co-founder at Samy Alliance, said: “We are excited about the idea of having a hub in Helsinki, a vibrant city with a strong edge in design and innovation. This hub will undoubtedly function as an experimentation lab for the Samy Alliance, enabling us to export innovation to other markets.

“We are also excited with the know-how and capabilities that the Kurio team brings to our Alliance in terms of social, and are fully confident that it will translate in a stronger offering and a better service to our clients.”

Tommi Opas, chief executive at Kurio, added: “We share a common desire to serve our clients both locally and globally as a ‘social-first’ agency, leveraging data and technology to enhance our offering. This partnership marks a significant milestone in our journey, and we are excited about the possibilities it opens up for us and our existing and new clients in the Nordics and globally.”

Pictured from top left to bottom right: Juan Andrés Elhazaz, chief operating officer, Samy Alliance; Tommi Opas, partner and CEO, Kurio; Jari Lähdevuori, Kurio co-founder and creative director; Patricia Ratia, co-founder and CEO Europe, Samy Alliance; Sonsoles Piñeiro Kruik, chief growth officer Europe, Samy Alliance; Elli Tuominen, Kurio co-founder and strategy director