Soup

What Soup does

Soup is a Puebla, Mexico-based creative and influencer marketing agency founded in 2016 that designs and executes influencer-led brand campaigns for enterprise clients across Mexico. The firm operates as a full-service professional services provider, handling campaign strategy, influencer sourcing and management, content creation, and performance reporting across Instagram, YouTube, Facebook, and Twitter. Its client portfolio includes large Mexican brands such as Volaris (airlines), Rappi (delivery/logistics), Sky (satellite TV), and inDriver (rideshare), with case studies highlighting results such as 2.5M accounts reached, 200,000 interactions, 70+ active influencers, and engagement rates of 5.7%-9.8% per campaign. Across 7 years of operation, Soup has executed 600+ campaigns and operates with a distributed team of 11-50 employees spanning Puebla, Saltillo (Coahuila), and Estado de Mexico.

The agency generates revenue through project-based engagements and retainers with enterprise clients, acquired via direct sales, business development, and referrals. Its technology stack is not proprietary; Soup relies on standard social media platforms and off-the-shelf digital marketing tools for campaign execution, with no disclosed APIs, SDKs, integrations, or automation infrastructure. The company is privately held, bootstrapped (no funding rounds disclosed), independently operated, and structurally flat with no subsidiaries, M&A history, or parent organization. Operational reach is currently limited to Mexico, with no claims of international footprint or geographic expansion beyond a single-country domestic market.

Name

Soup

Legal name

agencia SOUP

Website

https://soup.mx

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Soup is a Puebla, Mexico-based creative agency founded in 2016 that designs and executes influencer marketing campaigns for enterprise clients in Mexico, including Volaris, Rappi, Sky, and inDriver, delivering 600+ campaigns over 7 years.

Ownership category

akta.pro rank

Headquarters

HQ city

Puebla

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative Agency Services: Full-service influencer marketing and creative agency providing campaign strategy, influencer management, content creation, and marketing services to enterprise clients on a project or retainer basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Soup is a Puebla-based influencer marketing and creative agency that designs, executes, and measures social media influencer campaigns for enterprise brands in Mexico. The agency offers end-to-end services spanning campaign strategy, influencer identification and management, creative content production, and cross-platform execution on Instagram, YouTube, Facebook, and Twitter. Engagements are delivered on a project or retainer basis to enterprise clients such as Volaris, Rappi, Sky, and inDriver.

Product overview

Soup is an influencer marketing agency that offers creative strategy development and execution for influencer marketing campaigns. The agency's primary service is influencer marketing, which includes managing campaigns across social media platforms, activating influencers, and delivering engagement metrics. The company has completed over 600 campaigns over 7 years for leading brands in Mexico including Volaris, Rappi, Sky, and inDriver.

Differentiator

Problem solved

Functional benefit

Products and services

• Influencer Marketing Services Full-service influencer marketing offering that designs creative strategies, identifies and activates influencers, produces content, and runs multi-platform campaigns on Instagram, YouTube, Facebook, and Twitter for enterprise brands in Mexico.

Quantifiable outcome

• 5.7% - 9.8% engagement rates achieved across campaigns
• +3 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Hootsuite: Global social media management and influencer campaign platform. Comparable as adjacent tooling for the same marketing workflows Soup executes manually, and as a broader incumbent with far greater scale and product breadth.

Regional players

• Ogilvy Mexico: Mexico operations of global creative network Ogilvy, offering advertising, social, and influencer-led brand work. Comparable on enterprise brand customer overlap and Mexico-centric campaign delivery.
• Publicis Mexico: Mexico arm of global holding-company network Publicis Groupe, offering integrated advertising and digital/influencer services to large Mexican brands. Comparable to Soup on the enterprise brand target and Mexico footprint, but at vastly larger scale and broader service portfolio.
• LLYC: LATAM-headquartered marketing, communications, and digital/influencer services firm with strong presence in Mexico. Comparable to Soup in Spanish-language brand campaign work and regional enterprise client base.
• DDB Mexico: Mexican presence of global creative network DDB, serving large brands with creative and digital campaign work. Comparable to Soup in competing for enterprise marketing budgets in Mexico, though with broader integrated services.
• BBDO Mexico: Mexico office of global creative network BBDO Worldwide, providing brand strategy, creative, and digital/influencer work for top Mexican advertisers. Comparable as a competing creative partner for the same enterprise clients Soup serves.
• MullenLowe SSP Mexico: Mexico operation of global creative network MullenLowe, providing creative, digital, and influencer campaign services to major brands. Comparable to Soup on enterprise brand targeting and campaign execution in Mexico.

Direct peers

• BrandMe: Mexico-headquartered influencer marketing and creator-management agency. Directly comparable to Soup in geography, service offering (influencer campaigns, strategy, content), and target enterprise brand customers.
• Clapping: Madrid- and LATAM-active influencer marketing agency running multi-platform creator campaigns for major brands. Comparable to Soup on influencer-led campaign execution, although it operates more broadly across Spanish-speaking markets.
• Tribe Global: Global influencer marketing agency network connecting brands with creators across multiple markets. Comparable to Soup in the influencer campaign delivery model and enterprise brand target segment.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/agenciasoupmx
• Facebookfacebook.com/agenciasoup
• LinkedInmx.linkedin.com/company/agencia-soup
• Instagraminstagram.com/agenciasoup

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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 Soup