Shamrock Capital has made an eight-figure investment in the social-first agency Saylor, acquiring a majority stake in the five-year-old company. Following the completion of the deal, Saylor will merge with Mutiny, a gaming-focused creative agency in Shamrock’s portfolio.
Saylor’s founder and CEO, Will Trowbridge, emphasizes the importance of brand fandom, stating that companies should focus on creating “an obsession engine” for brands. The merged entity will operate under the Saylor name and be led by Trowbridge.
