The Goat Agency

♀ INTERNATIONAL WOMEN'S DAY ♀ Meet our agency's remarkable women as they share insights and empower the next generation: We sat down with Allison Murphy Strasser, our Senior Account Director in the US. ?? What did you want to be when you were little/growing up? As a child, I dreamed of becoming a vet - I grew up surrounded by animals! But when I learned it involved putting animals to sleep, I knew I couldn’t handle it. My love for animals remains, just in a different way. ?? How did you get into a career in advertising? With 18 years in sales, I stumbled into advertising when I messaged a LinkedIn connection about a role at Xaxis. I didn’t get that position, but I was offered another, launching my ad career six years ago. Covid then led me into Influencer Marketing with INCA, where I helped shape the U.S. business. ?? What was one big challenge in your career you feel you overcame and learned from? Handling rejection was tough early in my career—I took every “no” personally. Over time, I learned it’s part of the process and a stepping stone to the right opportunity. Every rejection just means you're closer to a “yes”. ?? Is there one issue or area you feel passionate about in “Accelerating Action” to help drive gender parity? I believe we need more women in leadership roles.?Currently there is a disparity between men and women in leadership positions and it would be great to see there be a shift. ?? How do you think we can “Accelerate Action” to drive gender parity forward for women in advertising specifically? Hiring, promoting, and retaining women must be intentional, supported by mentorship, sponsorships, and leadership programs. Creating an inclusive workplace where women’s voices are heard and valued is key to long-term change. Beyond hiring practices, we must provide clear paths for women’s career growth, from mentorship to leadership training. Companies should foster environments where women feel empowered to lead, contribute, and be recognized at all levels. ?? How can we help to enable the next generation of women to become leaders in this industry? Mentorship and encouragement are essential. The best female bosses I’ve had have supported and guided me, shaping me into a better leader. Giving women the tools, feedback, and opportunities to grow will help build the next generation of strong leaders. ?? Is there another woman at Goat you’d like to shine a spotlight on? Who and why? I truly believe that all the women at Goat deserve the spotlight.?And it is too difficult to select just 1 as every woman I encounter and work with is always at the top of their game and willing to take on anything new.?If I had to select some I would say Makayla Timmons, Ajalin Zenon Williamson, Laura Mangione, Ceri Williams, Sherli Garcia, and Melanie Ropp, but there are so many more! #InternationalWomensDay #AccelerateAction #IWD2025

? Are brands hopping on trends too fast? ? From Mob Wife makeup to de-influencing, the beauty cycle is moving at lightning speed - but is all this trend-chasing giving us the ick? ?? Creator & writer Stephanie Yeboah breaks down how over-commercialisation could be leading to a backlash - and why brands need to think twice before mass-producing the next viral aesthetic. Listen and watch the full episode now on: ?? YouTube: https://loom.ly/qIxR3wk ?? Spotify: https://loom.ly/aY7rIL0 ?? Apple: https://loom.ly/fPRx108 #BeautyMarketing #BrandMarketing #InfluencerMarketing #InfluencerTrends

Unilever’s newly appointed CEO has announced plans to hire '20 times more influencers' as part of a major marketing shift! This move is a huge win for the Influencer industry and reinforces what we’ve known at Goat for years - influencer marketing delivers real ROI and is becoming an essential part of the modern media mix. Our Global Managing Director, Alex Burgess, shared his thoughts on this announcement in Performance Marketing World's latest article: https://loom.ly/m9rvxXI ?? #InfluencerMarketing #Unilever #SocialMediaMarketing #CreatorEconomy #SocialFirst

♀ INTERNATIONAL WOMEN'S DAY ♀ We sat down with Natalie Tester (Clarke), our Head of Paid Media in the UK. ?? What did you want to be growing up? A wedding dress designer or artist. ?? How did you get into advertising? I started in B2B fashion media and fell in love with social media’s real-time engagement. I transitioned into Social Media Manager roles, experimenting with budgets and paid ads (some as little as ￡10 per post!). As budgets and impact grew, so did my passion, leading me to specialise in Paid Media at Goat. ?? What’s a big career challenge you overcame? There wasn’t really anyone telling me how to do my job. Social media was new, so there was no roadmap - I learned through trial and error. While that made for tough client conversations, it taught me to be bold, innovate, and embrace new opportunities. ?? How can we “Accelerate Action” for gender parity? As a mum, I’m passionate about workplace support for parents. While flexible working has improved, stigma remains. Maternity leave isn’t “time off” - it’s one of the hardest jobs, yet there’s a lot of guilt, or nervousness when it comes to preparing for, or going on maternity leave. Attitudes around parental leave, work-life balance, and women’s career progression must evolve. Companies should also support women through all life stages - infertility, menopause, and mental health. ?? How can we support gender parity in advertising? The saying "work like you don’t have kids, raise kids like you don’t work" still applies. Companies must normalise flexible working for all parents, not just women. Men often feel judged for leaving early for childcare -this must change. True equality means shifting workplace perceptions, not just policies. ?? How can we empower the next generation of female leaders? We must give them the opportunities we wished we had. Some female leaders I’ve encountered believed, “I had it hard, so you should too.” Instead, we should mentor, uplift, and advocate for women at every stage of their careers. ?? Which woman at Goat would you spotlight? Ellie Hooper - she’s just bloody brilliant! #InternationalWomensDay #AccelerateAction #IWD2025

Are NYC influencers actually boring… or are you just following the wrong ones? ?? A recent viral TikTok debate sparked by small creator @Martinifeeny has social media buzzing. She called NYC influencers “boring AF” and “carbon copies” of each other - prompting a larger discussion about influencer diversity, originality, and the role of tastemakers in the industry. While some agreed that mainstream influencers often play it safe, others pushed back, arguing that this critique ignores the complexities of brand partnerships and consumer behavior. A larger conversation around diversity with creators has caused a lot of people to argue that the issue isn't the influencers, but your decision of who to follow. Our US team weighed in with three NYC-based creators they think break the mold and she be on everyone's fyp: ? Piet Dayney's choice: @mariamilian? ? Keagan B.'s choice: @chelseaasoflate ? Liv Molho's choice: @ShopCats So what do you think - are all NYC Influencers boring? #InfluencerMarketing #SocialMediaTrends #NYCInfluencers #CreatorEconomy #TikTokTrends #MarketingInsights #ContentCreators

♀ INTERNATIONAL WOMEN'S DAY ♀ Meet our agency's remarkable women as they share insights and empower the next generation: We sat down with Erika D., our Head of Influencer Marketing at Goat Netherlands. ?? What did you want to be when you were little/growing up? As a child, I dreamed of becoming a professional dancer.? My goal was to pack my bags, move to New York, and audition to become a backup dancer for major artists or train at a prestigious dance academy. ?? How did you get into a career in advertising? Honestly? By accident. I landed a job in digital media at a time when online advertising was still quite foreign – can you imagine? Along the way, I started experimenting with bloggers for one of my clients. The results blew me away. That curiosity led me down the rabbit hole of Influencer marketing, and I never looked back. ?? What was one big challenge in your career you feel you overcame and learned from? I take challenges head-on- it’s just in my nature. I’ve always worked in areas where people were initially skeptical. First with digital media, then with influencer marketing. The biggest challenge, and what I love to do is turning brands into true believers, gaining their trust, and proving the impact of this industry through real results. ?? Is there one issue or area you feel passionate about in “Accelerating Action” to help drive gender parity? Yes – women in leadership who navigate these roles while being pregnant, giving birth, and then returning to lead while managing full households. The resilience it takes, the pressure, the sleep deprivation, and the expectation to “snap back” physically and mentally – it’s huge. And yet, it’s often overlooked. We need more recognition, support, and awareness around this because it’s not nothing. It’s a lot. Mental health matters. ?? How do you think we can “Accelerate Action” to drive gender parity forward for women in advertising specifically? By truly acknowledging the extra weight woman carry – not just in their careers but in life. We need policies that support working mothers beyond the standard maternity leave, mentorship programs that go beyond surface – level advice, and leadership teams that prioritize diverse representation not as a checkbox, but as a business necessity. ?? How can we help to enable the next generation of women to become leaders in this industry? Putting women in rooms where decisions are made and investing in their growth. Women need to see other women leading unapologetically, making bold moves, and thriving. #InternationalWomensDay #AccelerateAction #IWD2025 #WomenInBusiness

♀ INTERNATIONAL WOMEN'S DAY ♀ Meet our agency's remarkable women as they share insights and empower the next generation: We sat down with Laura Mangione, our Head of Business Excellence. ?? What did you want to be when you were little/growing up? When I was growing up I wanted to be a marine biologist. I loved dolphins and orcas (and still do!) so I wanted a career that would get me closer to them. However, one day I realized that the job might require me to be outdoors in the freezing water… and as someone who hates being cold, I decided maybe this wasn’t the right job for me ?? ?? How did you get into a career in advertising? I was drawn to the psychology and creativity behind advertising, so I studied Communication & Marketing. An internship at a media agency in Spain introduced me to media buying, and the rest is history! ?? What was one big challenge in your career you feel you overcame and learned from? A few years ago, I decided to pursue a new role at a different company. While the opportunity initially seemed promising, I ultimately found it unfulfilling. However, the experience proved valuable, clarifying the type of organization I wanted to be a part of and the kind of work I truly enjoyed. Consequently, I reached out to my former employer to inquire about potential openings. Fortunately, they had a vacancy, allowing me to return to a more suitable environment. This experience taught me two important lessons: first, there's no harm in exploring new paths, even if they don't lead to success; and second, a strong professional network is invaluable when navigating career challenges. ?? Is there one issue or area you feel passionate about in “Accelerating Action” to help drive gender parity? By empowering women to lead - whether managing teams, seeking promotions, or speaking up in meetings. We need spaces, training, and support to make leadership accessible and mechanisms to facilitate their success. ?? How do you think we can “Accelerate Action” to drive gender parity forward for women in advertising specifically? Gender parity takes time, but businesses must ensure diverse representation. We also need better support for women returning from maternity leave - keeping them connected to teams and offering flexible working for both parents to share childcare. ?? How can we help to enable the next generation of women to become leaders in this industry? Workshops on leadership skills like communication and negotiation are key for the next generation. Mentorship programs pairing young women with experienced leaders can also provide crucial guidance and support. ?? Is there another woman at Goat you’d like to shine a spotlight on? Who and why? I feel very lucky to work alongside some fantastic women at Goat. They are all so talented, objective driven and true forces of nature! I can’t just pick one! #InternationalWomensDay #AccelerateAction #IWD2025 #WomenInBusiness

What a night at the Campaign UK Inspiring Women Awards! We came to celebrate, and our very own Olivia Tutton gave us plenty to cheer about! Shortlisted for Rising to the Top in Advertising, Liv has been a powerhouse at Goat since 2018 - leading a team of 15, driving growth, and delivering incredible work for beauty & FMCG brands. And last night? She was HIGHLY COMMENDED by the judges and received her very own award (which you'll see she was very excited about!) ?? Huge congrats to Liv and all the inspiring winners, including Dani Roberts from Purple Goat Agency, who took home the Making Media Matter award! ???? A proud evening for us all ?? #CampaignInspiringWomen #WomenInAdvertising #InfluencerMarketing #MarketingAwards

What a night! ? Last night, Team Goat suited up to cheer on our amazing Senior Campaign Director, Olivia Tutton, who was shortlisted for Rising Star in Advertising at the Campaign UK Inspiring Women Awards. And guess what? She smashed it! ?? Liv earned high commendations from the judges, and we couldn’t be more proud! From leading incredible campaigns to inspiring the team daily, she’s a true rockstar, and this recognition is so well deserved. Huge congrats to all the amazing women who were celebrated last night! #CampaignInspiringWomen #CampaignInspiringWomenAwardsUK #MarketingAwards #RisingStar #WomenInAdvertising