An award-winning marketer from Horden has launched a new search agency inspired by the region’s industrial heritage and driven by ambitions to create future jobs and opportunities in the city.

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

Lamproom Digital, which is based in Sunderland, combines expertise across these areas to help businesses navigate search landscapes and deliver sustainable commercial growth.

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.

Amy Mercer, co-founder of Lamproom Digital.

placeholder image — Amy Mercer, co-founder of Lamproom Digital.

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

The agency’s name draws inspiration from the Davy lamp, invented by Sir Humphry Davy and synonymous with the North East’s mining communities.

Once used by miners to navigate safely through dangerous and uncertain environments, the lamp became a symbol of clarity, guidance and resilience – qualities Amy believes are important for businesses today.

Frederico said: “Too often, businesses receive disconnected advice from different channels or agencies.

Amy Mercer and Frederico Cardoso co-founded Lamproom Digital, in Sunderland.

"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.”

Amy and Frederico have worked with national and international brands across retail, consumer goods, home interiors and lifestyle sectors, helping businesses deliver measurable growth through search.

Since launching in March 2026, Lamproom has secured clients across the food and drink, jewellery, retail and home interiors sectors, helping brands improve visibility, strengthen authority and drive meaningful commercial results.

Amy, who now lives in Sunderland, said: “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.”