NEW YORK — July 9, 2025 — 12:01 Eastern Time – Big Girl Pants LLC has acquired Likeable, a leading social-first marketing agency, from AI-Powered Digital Engineering Company, 10Pearls. The acquisition, effective in mid-June, returns Likeable to independent ownership under longtime executive Honey Cantrell.
Cantrell, who has been with the agency for more than 11 years, will assume the role of CEO. The business will also restore its original name, Likeable, reflecting its renewed focus on agile, culturally relevant marketing powered by word of mouth and social.
“This is a huge opportunity for me — and for some of my long-tenured colleagues — to take the business we’ve felt a deep love and ownership for over many years and truly make it our own,” Cantrell said. “There’s a spirit within Likeable that can’t easily be rebuilt. I believe wholeheartedly that it can and will live on in new ways.”
The agency will retain key members of its senior leadership team, including Emily Blumette Rene as chief creative officer and Jaime Napier as chief operations officer. Dan Kerpen and Lacey Palumbo will oversee media, technology and strategy, respectively. Together, the team will lead the next chapter of Likeable’s growth, with an emphasis on creator-led content, integrated strategy and culturally resonant brand storytelling.
The move marks a natural next chapter for both Likeable and 10Pearls, which acquired the agency in 2021. Reflecting on the transition, Imran Aftab, CEO of 10Pearls, said:
“Proud to support Honey in her journey to business ownership. Over the past four years, she’s consistently shown herself to be a caring, passionate leader who truly values both the Likeable team and its customers. Wishing her continued success.”
The return to an independent model is expected to bring new levels of flexibility, creativity and cost-effectiveness to Likeable’s work with brands nationwide.
About Likeable
Founded in 2006, Likeable is a social-first marketing agency specializing in content strategy, influencer engagement and digital storytelling. Known for its collaborative culture and quick-turn creative production, Likeable has long been a trusted partner to brands looking to get people talking.
About Big Girl Pants LLC
Big Girl Pants is a woman-owned holding company founded by Honey Cantrell to support entrepreneurial leadership in marketing, media and communications.
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