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Barilla needed one brand voice across seven markets and two brands, while still letting each market change it to fit.
Somebody asserted the problem rather than a document recording it. Who said it, and whether they had a stake, is named below.
How we know
The brief was to "Develop a unified global creator strategy designed to maintain Barilla's brand voice while allowing for local market adaptation", across Italy, Brazil, Germany and Switzerland for Barilla and Sweden, Denmark and Italy for Wasa.
| Who says so | Net Influencer, MediaPost and LBBOnline. Barilla's own Digital Experience Director, Alessio Garbin, is named and quoted. Read it |
|---|---|
| A second source | MediaPost and LBBOnline both carry the same appointment, so it is on the record outside SAMY's own site. |
| What the agency was asked to do | "Develop a unified global creator strategy designed to maintain Barilla's brand voice while allowing for local market adaptation", with strategic playbooks, market guidance and campaign execution support. (Net Influencer) |
| How the agency was picked | Competitive pitch |
| How that happened | Formal pitch process - the appointment followed a formal pitch. The collaboration was already active by the 23 April 2026 announcement. |
| How long it took | Announced 23 April 2026, already active on announcement. Pitch length not stated. |
| Recorded as | Barilla Group (Barilla, Wasa) |
Every other case where it had to run all year, not once →
The other 2 cases where a brand hired SAMY →
← Every caseEvery case here carries the one link that proves it, and names who said it. Where that is the agency describing its own win, the card says so rather than hiding it. Cases where nobody ever documented a reason are not on this page at all. Brought to you by Influencer Advisory, your influencer marketing partner for supplement, health and beverage brands.