The North Face selects SAMY for influencer strategy
SAMY’s expanded responsibilities cover the UK, Germany, France and Italy, bringing the brand’s social and influencer activity under one agency partner.
The North Face has appointed global social-first agency SAMY to lead its influencer management strategy and execution across Europe, expanding the agency’s existing social media remit for the outdoor brand.
The appointment follows SAMY’s work refreshing The North Face’s social media strategy in December 2024.
SAMY to lead European influencer strategy
Creator partnerships are becoming a larger part of how The North Face communicates its Never Stop Exploring platform across markets. SAMY will work with athletes, creators and everyday adventurers to develop audience relationships while maintaining consistency with the global brand.
The agency will use its global network and AI-powered technology to identify creator partnerships for individual markets. Its Maia platform and Global Discovery Network draw on creator profiles, audience signals and performance data, complemented by editorial assessment of talent and brand fit.
Paul Hickey, Managing Director, SAMY UK: “We’ve worked with The North Face for nearly a decade, and this appointment extends our partnership into influencer strategy and execution.
“As the brand’s social agency of record, we already understand its audience, values and ambitions, and this appointment reflects both the strength of the relationship we’ve built and The North Face’s confidence in our integrated approach to social and influencer marketing.
“Being appointed to lead The North Face’s influencer management strategy across Europe reflects the strength of the relationship we’ve already built with the brand and the confidence they’ve placed in our approach.
“We know that the best influencer programmes don’t simply identify creators with reach or engagement; they identify people with genuine credibility in the communities that matter most to a brand. For a business like The North Face, that means balancing global consistency with local cultural understanding across a series of audiences that live and breathe the brand in different ways.
“Our role is to bring that local expertise into European markets, helping The North Face build meaningful, long-term creator relationships that feel authentic because they’re rooted in the communities they’re designed to reach.”
Creator strategy combines technology and local insight
Beyond creator identification and management, SAMY will provide cultural intelligence for campaign planning, content development and talent activation. The agency will also establish governance and measurement frameworks to evaluate influencer activity consistently across the four markets.
SAMY will use Maia to monitor campaign performance monthly, combining data analysis with local market expertise.
Stephanie Zogg, Senior Manager, Brand Communications EMEA, The North Face: “The North Face has always told its story through the people who live it. As creator partnerships become an increasingly important part of how we engage our communities, we wanted a partner that combines strategic thinking with the local insight needed to make those relationships meaningful.
“SAMY gives us the intelligence, technology and market expertise to build creator partnerships that are relevant to local audiences while staying true to our global brand.”
www.samy.com
www.thenorthface.com
Follow Marketing Report on LinkedIn
Subscribe to the Marketing Report Newsletter
Send us your press releases, columns, interviews…
Join Marketing Report in our LinkedIn Groups
