Sprinklr, a leading provider of unified customer experience management (Unified-CXM), has deepened its strategic global partnership with SAMY — a 1,000+ member, social-first agency known for blending creativity, data intelligence, and advanced technology.
Through this expanded alliance, the strengths of Sprinklr’s AI-powered Unified-CXM platform are fused with SAMY’s end-to-end marketing and execution capabilities. The collaboration aims to help brands deliver more connected, impactful customer experiences across channels, ensuring measurable performance and stronger business outcomes.
Nathan Townsend, Chief Partnership Officer at SAMY, highlighted the evolution of the partnership:
“What started as collaboration on specific projects has grown into a deeply integrated, strategic relationship. By aligning Sprinklr’s cutting-edge AI platform with our marketing and CX expertise, we’re enabling our clients to engage customers more meaningfully at every touchpoint and unlock greater value throughout the customer journey.”
SAMY’s certified implementation specialists bring hands-on expertise across Sprinklr’s product ecosystem, enabling seamless execution for customers. With a unified go-to-market approach and continuous innovation roadmap, the partnership is designed to accelerate digital transformation for brands worldwide.
The enhanced alliance has already shown tangible impact in its work with Diageo. Facing rapidly shifting cultural and consumer trends across international markets, Diageo needed a more proactive intelligence capability. Working together, Sprinklr and SAMY created a Foresight System — converting emerging social signals into predictive insights to guide product development, marketing strategy, and business planning.
Nunzio Mirtillo, Sprinklr’s Senior Vice President, EMEA, emphasized the market need:
“Modern customers expect brands to be present and relevant everywhere. By unifying insight, strategy, and execution, Sprinklr and SAMY are empowering brands like Diageo to innovate ahead of demand, maximize platform value, and build deeper audience connections at scale.”
Using Sprinklr’s real-time social listening environment, Diageo has been able to uncover cultural shifts, identify innovation opportunities, and adapt global strategies — from flavor experimentation to communication planning — keeping their brands ahead of changing consumer behavior.
George Collins, Global Partnership Director at Sprinklr, added:
“This collaboration brings together two industry leaders with a shared mission: delivering customer experiences that drive measurable business impact. Together, we’re able to move faster and deliver more value for our clients.”
