October, 2025.- The acquisition of Tiny Studios by Spin Group represents more than just growth — it’s a strategic meeting of vision and craft. Speaking with Roastbrief, Alex Bodini, CEO of Spin Group, and Celia Hodgson, Founder of Tiny Studios, discuss how this collaboration merges Spin’s analytical, data-led approach with Tiny’s cinematic storytelling and B-Corp values. The partnership stems from a long-standing mutual respect and a shared goal: to elevate social content through authenticity, sustainability, and scale. Tiny will retain its creative identity, culture, and leadership while gaining the structural and strategic support of Spin’s global network. For clients, the union means broader capabilities — from social strategy to original branded storytelling — built on a foundation of creativity with conscience. Together, Spin and Tiny are setting out to create a new standard in the social and content creation landscape: work that’s not only visually striking but also meaningful, ethical, and deeply connected to culture.
1. What motivated Spin Group to acquire Tiny Studios, and how does this acquisition align with Spin’s overall growth strategy and mission? Alex
We’ve known of and admired Celia and her team for a while – watching the work they produce and trying to find ways to work together. We arrived at a moment last year where we realised it was critical for us to be able to elevate the Spin work in the very area they specialise in – cinematic social content. We were struggling for consistency and it was an increasing client ask, so we approached Celia and found a way to bring them into the Group, meaning we can now add this incredible capability to the team and our clients. (Alex)
2. Tiny Studios is known for its B-Corp status and commitment to environmental responsibility. How will Spin Group integrate these values and practices into its larger operations?
We’ve known of Tiny’s B-Corp status for a while and admire the move and the intention – we will honour all the commitments that have been made by Celia, Ed and the team and are committed to re-certification for Tiny. There are some useful bits of guidance for us too at Group level – policies and values which help us to build a great business – for our team, clients and the wider world around us. (Alex)
3. Alex, from your perspective as CEO of Spin Group, how do you foresee the combined strengths of Spin and Tiny Studios enhancing your offering and competitive edge in the social media and content creation landscape?
The key to great content is quality, quantity and variety. That’s a tricky trio to get right for every brand – the demands are greater than ever. Tiny’s approach is a little different to Spin’s in terms of the creative process and the actual capture of content – and that’s what we want. We as a group need to be as innovative, relevant and tapped into culture as can be – so having Tiny in the mix and able to produce the work they do for the Spin clients adds another very strong tool to our collective armoury. (Alex)
4. Celia, as the founder of Tiny Studios, what aspects of Spin Group’s vision and approach made this partnership an attractive next step for Tiny Studios, and how do you envision its future within the Spin Group?
From the start of my chats with Spin, what stood out was that Alex and Max weren’t just interested in what we do, they genuinely saw the value in how we do it, which made all the difference!
They made it clear that Tiny wouldn’t be absorbed into something bigger – we’d still be Tiny, just with a stronger foundation behind us. We’ve kept our brand, our culture, our creative direction and I’m excited to also now get to help shape the Groups future too.
Going forward, I see this as a way to supercharge what Tiny already do best…meaningful content, rooted in culture, crafted with care, and built for the platforms people live on. Now, with the backing of Spin and their data-led social expertise, we can bring even more relevance, insight and scale to that work, while staying true to our creative instincts and storytelling roots. (Celia)
5. Could you elaborate on how the acquisition will impact existing clients of both Spin Group and Tiny Studios? Will there be new services or expanded capabilities available to them?
The beauty of this partnership is that we’re combining strengths. For existing clients, not a lot will change day to day. We’re keeping the teams, relationships and workflows that people know and trust. But behind the scenes, this partnership opens up some exciting possibilities. (Celia)
The much-talked-about ‘synergies’ are a huge part of why we did this deal. Spin clients will be able to benefit from the expertise clients bring, Tiny clients will benefit from the broader range of Social Media services that Spin brings and collectively – we’ll be able to tackle bigger and more complicated briefs with strong capabilities. One trend we are seeing is the move towards ‘Original’ content – repeatable formats embedded in social. With Tiny Studios combining with Spin and our previous acquisition, Be A Bear – we are confident we can truly deliver on our recommendation to clients to ‘think like a publisher’. (Alex)
6. Looking ahead, what are the next key milestones or projects for the newly integrated Spin Group and Tiny Studios, and how do you plan to leverage your combined talent to achieve these goals? both
The key for us is not trying too hard too soon – we wanted Tiny in the Spin Group for a reason, they are a great team as they are. So the first phase is all about soft integration, learning from each other and ensuring we don’t overcomplicate things. Then we can work on the ‘true’ integration from an Operations, Commercial and Cultural standpoint – all whilst letting Tiny remain Tiny. (Alex)
