Dekuple strengthens its presence in Italy with a majority stake in SAY agency
The Padua and Milan agency, which the group presents as a "profitable company in a growth phase", will be consolidated in Dekuple's accounts from October 1, 2026. Beyond the workforce brought in, the operation is intended to serve as a commercialization channel for the group's technological solutions on the Italian market.
An agency of more than 70 people between Milan and Padua
Dekuple announced on October 14, 2026 the acquisition of a majority stake in SAY, an Italian omnichannel marketing communication agency. The percentage of capital acquired and the financial terms of the operation are not among the elements made public on this occasion; however, the group describes the operation as an acquisition and sets its entry into its consolidation scope for October 1, 2026.
Founded in 2004, SAY resulted from the merger of two structures: Site By Site, specializing in marketing technologies and the web, and YAK Agency, positioned in creative and public relations. The agency is managed by four partners: Alberto Baracco, Nicola Bruno, Giovanni Cecolin and Marco Dalla Dea. It employs more than 70 employees distributed between its two offices.
Its activities are organized into three divisions. The Creativity division covers brand identity, corporate communication, video production and social media management. The Performance division includes search engine optimization (SEO), optimization for generative AI engines (GEO), media performance, e-commerce site development and data analysis, while the Relations division brings together press relations, influencer marketing and events.
The client portfolio mixes Italian companies and international groups. Among the references cited are Italo Treno, presented as Italy's leading private railway operator, the beauty and home care brand Tigotà, which has more than 750 points of sale in the country, and Nims, a company from the Lavazza group. Miele, Schüco and the International Olympic Committee are also among its clients, as are players in the banking, pharmaceutical and defense sectors.
Boost Factory tools set to be marketed in Italy
Dekuple's interest in the operation is not limited to adding an agency to its network. The group states that SAY will contribute to the commercialization of its technological solutions in Italy, particularly those of Boost Factory, the entity that brings together its data and proprietary tools. Among the activities set to be deployed in the country, Bertrand Laurioz, chief executive officer of the group, cites Elevation Datas, Insights Trends & Influence, netlinking and the measurement of channel effectiveness.
The executive also describes an ambition for media performance on a European scale. He evokes the construction of a "golden triangle between Italy, Poland and France", three countries where the group intends to coordinate the support of its clients on their digital advertising investments. Italy is presented there as one of the major markets in Southern Europe, supported according to him by e-commerce and distribution.
Events constitute another axis of rapprochement. Bertrand Laurioz brings SAY's expertise in this field closer to that of Brainsonic, an agency already owned by the group, and mentions the joint organization of events of European scope. Conversely, SAY brings expertise in advanced search engine optimization, interface design, data analysis and artificial intelligence, which Dekuple links to the evolution of search journeys under the effect of generative AI.
A second Italian establishment after the Converteo subsidiary
SAY constitutes the second component of the group in Italy. Dekuple had committed a permanent presence there with the opening, in early 2026, of a Converteo subsidiary in Milan. The group now intends to articulate the data-driven management of Converteo Italy with the agency's business lines, in order to build an integrated offer adapted to the local market.
The operation is linked to the Ambition 2030 plan, which aims to develop the group's integrated model of communication and data-driven marketing and to strengthen its presence on European markets. Founded in 1972 and listed on the regulated market of Euronext Paris, Dekuple has 1,200 employees and works for more than 750 large accounts and mid-market companies in Europe, North America and China.
This acquisition comes after the publication, on September 28, 2026, of the group's first half 2026 accounts. The group had then reported a 3.9% increase in its revenue and a 58.9% increase in its net profit attributable to the Group.
