Sunderland agency puts heritage at its heart

A North East entrepreneur is shining a light on Sunderland’s digital sector with the launch of an agency inspired by the region’s industrial heritage.

Amy Elise Mercer has co-founded Lamproom Digital alongside SEO specialist Frederico Cardoso, bringing together almost two decades of combined experience across search, content strategy, digital PR and brand growth.

Founded in Sunderland, the agency helps businesses improve their visibility across search engines, social platforms, AI tools and digital media through strategies combining technical SEO, content and brand authority.

Amy, who grew up in Horden and now lives in Sunderland, was named among Management Today’s 35 Women Under 35 in 2025.

Her decision to establish Lamproom in the city reflects an ambition to create jobs and opportunities in the region where she built her career.

That connection to the region is also reflected in the agency’s name, which draws inspiration from the lamprooms that were once an integral part of the North East’s mining communities.

The concept of providing light and clarity in challenging surroundings has been carried into the business, reflecting its aim to help clients navigate an increasingly complex digital search landscape.

Amy said: “Lamproom wasn’t created around a business plan.

“It was built around a shared set of values and a belief that businesses deserve a clearer, more connected approach to search.

“The name reflects exactly what we want to do: help businesses navigate uncertainty with clarity, confidence and direction.

“Search is changing rapidly, with AI platforms, social media, creators and traditional search engines all influencing how people discover brands today.

“We believe the strongest results come from connected strategies that bring together SEO, content, PR and brand building to deliver sustainable growth.”

Amy added: “We wanted to build an agency that reflected those values; honest, dependable, hardworking and genuinely invested in the success of the people we work with.

“I grew up in a community where hard work, resilience and looking out for one another mattered.

“As the business grows, I want it to create careers, opportunities and investment here in the same way opportunities were created for me.

“We’re proud to be building a business in Sunderland.

“The North East has always been full of talented and ambitious people, and we want to demonstrate that you don’t have to leave the region to build an agency with national and international ambition.”

Amy and Frederico previously worked together at North East agency Silverbean, with conversations about eventually establishing their own business developing into Lamproom.

Frederico, who was born in Porto and moved to the UK in 2016, shares Amy’s working-class background, with the founders drawing parallels between two port cities shaped by industry and craftsmanship.

He added: “We built Lamproom because we felt there was a gap in the market for an agency that genuinely acts as an extension of a client’s team.

“Too often, businesses receive disconnected advice from different channels or agencies. Modern search requires connected thinking across multiple disciplines and genuine collaboration.

“Our ambition isn’t to be the biggest agency.

“It’s to become the agency clients trust the most.

“We’re extremely ROI-oriented.

“Visibility matters, but clients should clearly understand the value they’re receiving.

“Stronger rankings and increased traffic are important, but they ultimately need to contribute to meaningful business growth.”

Since launching in March, Lamproom has already secured clients across food and drink, jewellery, retail and home interiors.

The pair have previously worked with national and international brands across retail, consumer goods, interiors and lifestyle, helping businesses generate commercial growth through search.

Looking ahead, the founders plan to grow Lamproom while creating opportunities locally and demonstrating the strength of digital talent within the North East.

Amy added: “We’re proud to work with brands across the UK and internationally, but we’re equally proud of where we’ve come from.

“Sunderland and the wider North East have shaped who we are.

“If Lamproom’s success can help create opportunities, attract investment and showcase the talent that exists in this region, then that will be something we’d be incredibly proud of.”

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