The Goat Agency

What The Goat Agency does

The Goat Agency is a global full-service influencer marketing agency founded in 2015 and headquartered in London, with a US headquarters in New York. The company operates across 41 markets and six continents, employing a self-reported 750 social and influencer marketing specialists. Goat delivers end-to-end influencer marketing through five service pillars — strategy, discovery, content, amplification, and commerce — serving enterprise clients that include L'Oreal, Unilever, Mars, IBM, Ford, Dell, Qualcomm, Calvin Klein, NIVEA, Tesco, and Wayfair, among others. Service delivery spans organic campaigns, ambassador programs, influencer-led paid media, creator events, brand trips, and commerce-driven creator partnerships. Pricing is quote-based, structured per Order Form, with multi-year client engagements and media pass-through components typical of professional services agency models.

The agency's core technology asset is IBEX (Influencer Business EXchange), a proprietary data and technology platform aggregating 60,000+ influencer profiles and 50,000+ campaign records with 10 billion views of engagement history. IBEX powers influencer identification, contracting, campaign management, and post-campaign analytics, and is described as offering 'enhanced decision intelligence' through creator-brand matching based on values alignment, audience composition, and historical performance. In February 2026, Goat, WPP Media, and Google announced an expanded partnership giving Goat early access to YouTube's API, embedding creator and content insights directly into IBEX and WPP Open. Goat generates revenue through agency fees for campaign services, with media placement as a complementary revenue stream. The company is privately held, received a minority investment from Inflexion in March 2021, and operates through wholly-owned subsidiaries in the UK, USA, Singapore, and via Purple Goat Solutions Limited. Industry recognition includes awards from Adweek, Campaign, Clio, Digiday, The Drum, Influencer Marketing Awards, and Shorty Awards.

Name

The Goat Agency

Legal name

Goat Solutions Limited

Website

https://goatagency.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

251–500 employees

Short description

The Goat Agency is a global full-service influencer marketing agency founded in 2015, operating across 41 markets with 750 specialists. It serves enterprise brands through strategy, discovery, content, amplification, and commerce services powered by its proprietary IBEX platform.

Ownership category

akta.pro rank

Product category

Influencer Marketing Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Influencer Marketing Agencies (BPAFAHAA)

Keywords

• Influencer marketing services
• Creator marketing agency
• Social media marketing
• Influencer campaign management
• Brand content strategy

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure

Revenue model

1. Influencer Marketing Agency Services: Goat generates revenue through agency fees for influencer marketing services, including strategy, discovery, content creation, amplification, and commerce campaigns. Services are delivered through bespoke campaigns, ambassador programs, and ongoing client partnerships. Pricing is structured through Order Forms with fees, payment terms, and scope defined per project.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

The Goat Agency is a full-service global influencer marketing agency that plans and executes influencer-led campaigns for enterprise brand clients across strategy, discovery, content creation, amplification (paid media), and commerce. Campaigns are powered by its proprietary IBEX technology platform, which matches brands to creators, manages contracting, and delivers analytics across a 60K+ influencer and 50K+ campaign database, with operations in 41 markets worldwide.

Product overview

The Goat Agency is an award-winning global influencer marketing agency offering full-service influencer marketing at scale. The core offering consists of five service pillars—strategy, discovery, content, amplification, and commerce—delivered through human and creator-first content combined with connected media. The agency's proprietary IBEX technology platform powers influencer identification, contracting, campaign management, and analytics across 60K+ influencer data and 50K+ campaigns. Services span organic influencer campaigns, ambassador programs, influencer-led paid media, creator events and brand trips, influencer commerce, and YouTube creator solutions. The agency operates across 41 markets with HQs in London and New York.

Differentiator

Problem solved

Functional benefit

Brands

• IBEX: Proprietary influencer discovery and analytics platform used for matching brands to creators based on values alignment, audience composition, and historical performance

Products and services

• IBEX Goat's proprietary data and technology platform used for influencer identification, contracting, campaign management, and post-campaign analysis, providing enhanced decision intelligence through access to 60K+ influencer data and 50K+ campaigns.
• Strategy Services Influencer marketing strategy development working alongside brands to tackle challenges around brand awareness, consideration, sales, or brand relevance among specific audiences.
• Discovery Services Influencer identification and contracting through IBEX proprietary technology, matching brands with appropriate creators based on audience demographics, interests, and performance data.
• Content Services Influencer-led content creation including organic campaigns, brand trips, ambassador programs, and events that produce authentic creator content.
• Amplification Services Influencer-led paid media campaigns where content is boosted through the influencer's own channel versus brand channels, including programmatic, OOH, and digital media placement.
• Commerce Services Influencer commerce solutions that drive conversions through creator partnerships, transforming how conversion is measured beyond traditional metrics.
• Paid Media Services Goat pioneered influencer-led paid media as a channel, with a dedicated paid media department that boosts influencer content through the influencer's own channel versus brand channel.
• YouTube Creator Solution Industry-leading YouTube creator marketing solution developed in partnership with Google and WPP Media, providing access to YouTube's API for creator and audience insights, paid and organic metrics, and brand deal facilitation.
• NIL Influencer Services Strategies for connecting brands with NIL (Name, Image, Likeness) influencers—college athletes who are emerging as powerful trusted voices for Gen Z audiences across fashion, wellness, tech, and lifestyle.
• Ambassador Programs Long-term creator partnership programs where brands work consistently with selected influencers for ongoing brand representation and sustained marketing impact.
• Influencer Events and Brand Trips Curated influencer experiences including events and brand trips that generate authentic content and strengthen creator-brand relationships.

Quantifiable outcome

• 686,170,226 impressions generated across analyzed FMCG campaigns
• +5 more outcomes

Named customers29 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature2 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• WPP MediaflagshipTechnology or Integration · 10 February 2026Goat announced a groundbreaking expansion of their partnership with Google through WPP Media, establishing an industry-leading creator solution through access to YouTube's API. This pioneering collaboration grants unparalleled insight into creator and audience data, empowering Goat to build and optimize high-performing YouTube creator campaigns. One of the first partners globally to complete integration of YouTube's new API built to help facilitate brand deals, providing access to richer creator and video insights including vital paid and organic metrics.
• Google (YouTube)flagshipStrategic or Co-development Partner · 10 February 2026Strategic partnership providing Goat with early access to YouTube's API for creator insights. The collaboration enables brands partnering with Goat to benefit from superior strategic planning, prioritized spend on high-performing content, precise creator-to-brand matching, and unparalleled transparency in campaign delivery. The API embeds creator and content insights directly into WPP Open and Goat's proprietary IBEX tool.
• Social Media PlatformscoreStrategic or Co-development PartnerGoat maintains strategic partnerships with social media platforms, which provide them with platform insights, API access, and collaborative opportunities that enable differentiated service delivery to clients.
• Talent Management AgenciescoreStrategic or Co-development PartnerGoat has strong relationships with talent management agencies and influencers from across a range of niches, enabling access to diverse creator talent for client campaigns.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Aspire (formerly AspireIQ): Influencer marketing platform and services provider combining SaaS tooling with managed agency services for enterprise brands — comparable end-to-end model with a heavier platform/tech orientation than Goat.
• Upfluence: Influencer marketing platform combining e-commerce integration, creator discovery, and campaign management — comparable managed services and tooling for brand clients, with strong overlap in the same use cases Goat sells.
• Traackr: Enterprise influencer marketing platform focused on creator relationship management, performance measurement, and brand affinity — comparable technology stack and enterprise customer base to Goat.
• Obviously: Full-service global influencer marketing agency serving enterprise brands across FMCG, beauty, fashion, and tech — comparable services mix (strategy, discovery, content, amplification) and similar blue-chip client profile to Goat.
• IZEA Worldwide: Publicly-traded influencer marketing technology and services company offering managed campaigns plus SaaS tooling — comparable hybrid agency/platform model targeting the same enterprise and mid-market brand buyers as Goat.
• Influencer.com: UK-based global influencer marketing agency offering end-to-end creator strategy, campaign management, and paid amplification for enterprise brands — the closest head-to-head competitor to The Goat Agency in the agency model and geographic footprint.
• CreatorIQ: Enterprise creator marketing cloud platform used by major brands and agencies for influencer discovery, workflow, and analytics — competes with Goat's IBEX technology layer for the same enterprise marketing budgets.
• Captiv8: Influencer marketing platform with self-serve and managed services for brands and agencies — comparable creator discovery, campaign management, and analytics offerings overlapping with IBEX.
• Mavrck (Later): Influencer marketing platform focused on creator-driven advocacy and customer content, now part of Later — overlaps with Goat's ambassador and content service lines for enterprise consumer brands.

Broad incumbents

• Dentsu Creative: Global creative agency network within Dentsu offering influencer and social creator marketing as part of a broader portfolio — represents the incumbent holding-company competition Goat faces for large enterprise retainers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC_7yjB1S-tS-EqIEB6jTIMA
• LinkedInlinkedin.com/company/the-goat-agency
• Instagraminstagram.com/thegoatagency
• TikToktiktok.com/@thegoatagency
• Xx.com/TheGoatAgency

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Goat Agency