Arron Shepherd News Today

Satyanarayana Murthy Yerramilli of GroupM speaks about what the acquisition of Goat brings to the table and the agency’s plans ahead.

As the ink dries on the big-ticket deal, we sit down with the social media shop’s leaders to talk about their big play to dominate the influencer space.

In sport and gaming, a ‘goat’ is the Greatest Of All Time in a given discipline – the term seems to date back to Muhammad Ali. It’s no surprise, then, to find real ambition among the three Brits who in 2015 named their fledgling social media advertising shop The Goat Agency. We sat down with them to talk about managing a 200-person agency as a triumvirate, the origins of influencer marketing, and building “the next generation of holding group.”