The Goat Agency’s Domination of Global Social Influencer Space Accelerates – Agency Hires Ogilvy Vet Lauriann Serra to Lead USA
By The Chicago Egotist / /
World-leading global influencer and social media agency Goat, has hired Lauriann Serra to the new position of Managing Director of the company’s operations in the USA. Serra was previously a senior partner and managing director at Ogilvy where she was a strategic brand and marketing lead for multiple global and regional clients credited for growing both the Ogilvy portfolio, her clients’ businesses and brands.
Since opening its New York hub in 2018, the seven-year-old pioneer in influencer marketing has grown by over 350% making the US its fastest growing market. Its success is fueled by a test-and-learn approach to influencer marketing that uses an unprecedented volume of campaign data to guarantee results for a fixed price. Its clients include the largest multinational companies globally, and such brands as Dell, Mars, and Intuit to name a few.
“Brands are aggressively moving more of their budgets into social and influencer,” explained Goat co-founder Nick Cooke. “Lauriann’s understanding of the US market, and experience helping major brands develop a social first approach will help us and our clients as we continue to grow and innovate in this space.”
Goat’s billings are approaching $100 million annually. It employs a staff of over 190 around the world with staff located in 15+ territories globally.
“Goat’s vision of influencers and social media as a media channel is a big differentiator,” explained Serra. “They have the agility and data science to bring together all the components of successful influencer and social marketing in a cohesive team that works together. As an independent speciality agency, they are better able to service the complete needs of large marketers in the influencer space.’
During Serra’s 15-years at Ogilvy and throughout her career, she worked across multiple industries, including premium foods and beverages, premium bottled water, entertainment, luxury, wine, toys, and health and wellness. Before joining Ogilvy, she was Director, Interactive Experiences, Global Innovation and Marketing at LEGO, a global role spanning the USA, UK and Denmark.
About Goat
Goat’s founders met while launching and working ‘brand side’ for a social media platform in 2012 in the UK. There, the trio discovered the power of influencers in driving ROI through acquisition as they grew that platform from a startup to 2,500,000 users between 2012 and 2015. The analysis and performance data collected from each influencer post allowed them to understand the variables impacting clicks and conversions, constantly taking learnings from each activation to improve the next.
In 2015, they launched Goat to share this powerful, unique performance channel and they have been the driving force behind influencer marketing ever since. From those roots, Goat’s expertise has grown beyond influencer marketing into full-service social media marketing, including social strategy, paid media, production and social media management. Clients include Dell, Mars, TurboTax, Uber Eats, Tesco and Mercari.
Goat employs 190 people across multiple global territories, primarily the US, UK and Singapore. It has launched over 2,000 campaigns in 28 languages across more than 70 countries, deploying effectiveness data gathered from over 100,000 influencers. Goat debuted in New York in 2018.
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