Saylor and Mutiny merge into fandom-focused creative agency backed by Shamrock Capital

Creative agencies Saylor and Mutiny have merged into a single platform built around fandom, the companies announced on Wednesday, September 30. Mutiny will operate as Saylor's designated gaming division, alongside Saylor's creator studio Fleet and production studio Elevado.

Will Trowbridge, Saylor's founder and Chief Executive Officer, will lead the combined company. Geordie Larratt-Smith, Mutiny's Chief Executive Officer, will transition to Chief Commercial Officer of Saylor while continuing to oversee the Mutiny team directly. Both leadership structures will remain in place as the companies integrate.

Trowbridge described the merger as recognition that fandom has become essential to brand marketing. "We have the opportunity to build what we think of as an obsession engine for brands," he said, explaining the vision as an integrated creative company for brands seeking actual fans rather than just followers.

Larratt-Smith emphasized gaming's understanding of audience engagement. "Audiences don't want to simply be marketed to; they want to participate," he said. The combined company plans to extend this participatory model beyond gaming and entertainment to non-endemic brands.

Saylor, founded in 2021, has partnered with major brands including Hilton, Netflix, Disney, Paramount+, CarMax and Tubi. The agency has appeared on Adweek's Fastest Growing Agencies list for three consecutive years, as well as the Inc. 5000 list and Ad Age's Small Agency of the Year. Mutiny, also founded in 2021, has focused exclusively on gaming, working with global publishers through audience intelligence and creative strategy.

Shamrock Capital, a Los Angeles investment firm specializing in media and entertainment, acquired Mutiny in February 2026 and is making an additional investment to bring Saylor into its portfolio. Shamrock partners Sam Halls and Ryan Smiley noted the combination covers "the two most engaged, highest-spending fandoms in culture with a combined capability set that offers brands a truly integrated solution no other agency can match."

Shamrock, founded in 1978, manages roughly $7.4 billion in assets across private equity and media rights strategies. Willkie Farr & Gallagher served as legal advisor to Shamrock, with Davis+Gilbert advising Saylor and Palazzo serving as Saylor's exclusive financial advisor.