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The Goat Agency
London-founded global influencer marketing agency, owned by WPP since 2023, that combines creator content with paid media placements for large brands.
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What The Goat Agency does
Goat plans and runs influencer campaigns for brands, from strategy and creator selection to production, approvals and measurement. It pairs creator content with paid media, including ads run through creators' own channels and placements in Amazon's ad platform. It works inside WPP's media network and uses its own data technology, IBEX.
ForBrandsEnterprises
Products
- Influencer campaignsStrategy, creator discovery, campaign management, production and reporting.
- Influencer paid mediaPaid amplification of creator content, including through creators' own channels and the Amazon DSP.
- IBEXGoat's proprietary data technology.
- Goat Intelligence reportsPublished research on social and creator trends, for example the Summer of Sport 2026 report.
How it uses AI
- Says it was the first agency to partner with YouTube on an AI-powered influencer solution and uses AI to speed up influencer processes.
Milestones
- Founded in London by Arron Shepherd, Nick Cooke and Harry Hugo.
- Acquired by WPP for an undisclosed sum; merged with GroupM's influencer unit INCA and kept the Goat name.
- Global President Alex Burgess appointed to the board of the Influencer Marketing Trade Body.
Sources
- WPP acquires data-driven influencer marketing agency Goat (RNS) (opens in a new tab), WPP via Investegate, 22 Mar 2023
- About (opens in a new tab), The Goat Agency
- Goat's Global President Appointed To IMTB Board (opens in a new tab), The Goat Agency, 5 Nov 2025
- Goat's new US influencer lead (opens in a new tab), The Goat Agency, 2026
- The Goat Agency (opens in a new tab), WPP
- People (opens in a new tab), The Goat Agency