The private equity firm Shamrock Capital made an eight-figure investment in the social-first agency Saylor on Wednesday, giving Shamrock a majority ownership stake in the five-year-old company.
Once the deal closes, Saylor will merge with Mutiny, a gaming-focused creative agency already in the Shamrock portfolio, according to Saylor founder and CEO Will Trowbridge.
“Brand fandom has become a need-state, not a nice-to-have,” Trowbridge said. “We have the opportunity to build what we think of as an obsession engine for brands—an integrated creative company designed for brands that want actual fans, not just followers.”
The combined company, which will operate under the Saylor name, will be led by Trowbridge.
