Sammy Albon is a Senior Campaign Director at What They Said, the award-winning Less Ordinary influencer marketing agency, for brands that want out of their comfort zone. He has over 10 years of experience in the influencer marketing industry, both as a content creator himself and as a marketer.


Sammy began his career as a content creator in 2012, when he started a YouTube channel with his twin brother, Niki. They quickly reached millions of views on their content, using it as a platform to work within traditional media. In 2018 they launched BBC Radio 1’s return to comedy with the “Niki and Sammy’s Peachy Podcast” which ran for 4 seasons.


In 2020, Sammy began working as a Creative Strategist and marketer, designing award-winning campaigns for the likes of The BBC and other brands. He’s passionate about the creator economy because he believes it is a powerful way for brands to connect with consumers. He’s also committed to helping influencers build successful careers.


Sammy’s experience on both sides of the influencer marketing industry has given him a unique perspective that allows him to balance the needs of both brands and influencers, designing successful campaigns that unlock the potential of partnerships.