Social agency Samy has appointed former Kantar Futures Practice Lead Meredith Smith as global head of future strategies. 

The role, newly created for Smith, forms part of the agency's ambition to help brands develop deeper, social-first insights into audiences that drive growth. 

Based in the UK and reporting into chief strategy officer Alex Hill, Smith brings more than 20 years’ experience spanning strategy and research.  

Smith joins Samy from Kantar, where she spent almost five years leading futures, consumer and cultural insight across categories including fast-moving consumer goods, beauty, retail, hospitality, food & beverage and Big Tech.  

One of Smith’s first initiatives will be the development of new metrics and methodologies designed to help brands understand whether their content and social strategies are creating meaningful connections and increasing long-term relevance. According to the agency, this work will focus on tracking how strategy, creativity and execution combine to make brands matter more over time. 

Smith will also support new business and strategic development. 

Samy, founded in Spain in 2013, has more than 1,000 employees across 23 offices worldwide. Global investment firm Bridgepoint acquired majority control in 2025.

Smith’s appointment follows the hiring of former Havas executive Anabela Bonuccelli as US managing director in November. 

The agency was founded in Spain in 2013.