Sine Digital
London, New York
Website: Sine Digital
Founder: James Dale
Year founded: 2017
UK headcount: <50
Offices: London, New York
We jumped in at the right point and did something a bit different.
Profile
Sine Digital is a performance marketing agency with a difference; that difference being its founder James Dale and team – a bunch of musicians and performers united by a passion for applying data science to connect people to the experiences they love.
Having been a performer and songwriter for 10 years, James discovered a new calling: to take his knowledge of marketing music over to the agency world and stop wastage on behalf of creatives - something he felt bigger agencies weren't doing a good enough job at preventing.
Since 2017, James’ passion for helping artists to build sustainable careers through YouTube and Instagram has built a likeminded team of 70 people. With offices in London and New York, they have delivered campaigns for global live entertainment and sports clients including Aston Martin F1, ATG Productions and The Royal Opera House.
2020 was a critical year for the business, laying the foundations for the growth it has experienced to-date. Despite losing 95% of its income overnight due to the pandemic, Sine Digital took a chance and invested in its data capabilities with a data warehouse and in-house data science team. It has since helped it to become a fully fledged advertising agency with the largest data set for the live entertainment.
Sine Digital has collected over one billion rows of creative insights to-date, which have supported over 400 live events including Breast Cancer Now’s annual fundraising event Wear It Pink, and the Palladium Panto.
2024 marked a new period of growth, with the agency raising almost £2m in seed funding. It has allowed Sine Digital to further invest in two key areas of growth: its US presence – for which it has just made two new senior hires – and new and competitive products such as media mix modelling.
Looking ahead, James and team are looking to gain more traction in the sports arena and crack the film industry. "Complementary” M&As may provide a new avenue for growth too – particularly startups that could benefit from Sine Digital’s infrastructure and further enhance its own data capabilities.